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FitFlop have kickstarted a new wave of innovative footwear by mixing biomechanics with beautiful design. The result: shoes that look and feel good – something which was not deemed possible before 2007, when the brand launched.  

The creation of cutting-edge technologies has been the cornerstone of FitFlop’s philosophy, such as the cushion-like Triple-Density Microwobbleboard™.  With so many shoes masterminded by Dr. Kim Lilley, who carries a PhD in Biomechanics, it is apparent that FitFlop really mean it when they say: ‘comfortable’.

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FitFlop understand that not every silhouette can be built with the same technology, so whether you’re wearing a loafer – like the ultra-minimalist and sleek LENA – or sneakers – like the anatomically contoured RALLY – you know that a lot of time has been devoted to the silhouette to achieve the maximum comfort possible. 

The keywords ‘comfort’ and ‘style’ are freely, and often excessively thrown around in the footwear industry, but with FitFlop, you know there is a lot of substance to back-up their claims.  

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