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Every step you take in FitFlop sandals and boots helps to tone and trim your legs. FitFlop footwear is engineered with a multi-density midsole that stimulates your muscles more while you're wearing them which helps tone your thighs, your calves and your glutes.

FitFlop

Riata Amethyst

£33.99

RRP £85.00

FitFlop

Electra - Gold

£22.99

RRP £50.00

FitFlop Products

About FitFlop

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New for 2010

Built with the patent-pending microwobbleboard TM midsole technology - which is proven to load your bottom and leg muscles more when you wear them - FitFlop sandals help you get a workout while you walk.

FitFlop sandals were biomechanically designed by Dr David Cook and Darren James at LSBU, and have been reported by wearers not only to help firm and tone the lower body, but to provide relief from plantar fasciitis, heel spurs, chronic back pain, sciatica, osteoarthritis, lower limb oedema and RLS and to help wearers affected by scoliosis and degenerative disc disease.

	Marcia Kilgore first made her way into the retail spotlight in 1996 when she opened the highly lauded Bliss Spa in Soho in New York City – an urban grooming concept which many claim ignited the ‘day spa’ boom in the United States. At the age of 30, Kilgore sold a majority stake in Bliss –which alongside the namesake spa business expanded to include a $20 million dollar mail-order business and a $20 million dollar wholesale cosmetic business - to Louis Vuitton Moët Hennessy (LVMH), and then in 2004 sold the final equity stub to Starwood Hotels and Resorts.

In the middle of an international panel debate on the causes of cellulite, FitFlop founder and one-time personal trainer Marcia Kilgore realises that while women dread the onset of cellulite and wish it would simply vanish, they are more than willing to try almost anything to help prevent it; and even more likely to stick with a leg-toning regimen that requires a little bit of convenience-oriented input on their parts. As a personal trainer at the other end of the table touts the positive effects of diet combined with exercise, Kilgore thinks to herself, “Diet and exercise? That’s so obvious. What we girls really need is something like a flip flop that tones and trims our legs while we run errands. We have no free time...We want a workout while we walk.”

what wearers are reporting about fitflops

FitFlop footwear slows the eversion rate of the average person’s step, so that the time the muscle spends in an active state is increased during every step. The muscle fibres activated are the ‘slow twitch’ type, which are the fibres that create longer, leaner-looking limbs.

The FitFlop works your bum muscles more. Studies at The Centre for Human Performance at LSBU show that walking in FitFlop footwear engages the gluteus maximus muscles more than walking in normal trainers or standard issue flip flops.

FitFlop walking is like barefoot walking, but better. Studies done at Salford University in Manchester showed that walking in FitFlop sandals or boots is as healthy for your posture as walking barefoot, but with the added benefit of reduced joint strain and shock.

FitFlop sandals & boots have a multidensity midsole, that many wearers report, has helped relieve the pressure from Plantar Fasciitis. Dr David Cook of LSBU, who invented the micro-wobbleboard™ technology that makes each FitFlop work, theorizes that when the muscles of the midfoot are forced to work harder during the midstep of FitFlop walking, it strengthens the muscles affected by plantar fasciitis and helps relieve the pain.

If you’ve got narrow/flat feet and you’re between FitFlop sizes, you’ll have more success ordering a size down than a size up. Because the FitFlop midsoles are generous in length, the most important thing to fit is the upper strap size. If your feet are narrow or flat (or both) err on the side of SMALLER.

In the control shoe (upscale high street comfort shoe brand), ground reaction force goes through the front of the knee, but fails to align with the spine or pelvis, causing increased stress on the lower back.

In the FitFlop, ground reaction force goes safely behind the knee joint and directly through the pelvis, eliminating the strain and stress (pain) in the lower back.

FitFlop midsoles incorporate patent-pending micro-wobbleboardTM technology, to give you a workout while you walk. Developed by Darren James and Dr David Cook at LSBU, the FitFlop unique safely-tapered midsole places varying densities of EVA under your feet each time you step, to challenge the support and balance muscles of the foot and leg.

They challenge hard to reach muscles more. FitFlop footwear is engineered with a multi-density midsole that stimulates your muscles more while you're wearing them. In independent University testing, FitFlop footwear has been shown to trigger increase gluteal muscle response, increased hamstring response, increase rectus femoris (thigh) response and increased calf muscle response.

Every step you take in your FitFlop helps tone and trim your legs: Studies at Salford University by Dr. Philip Graham-Smith and Richard Jones have shown that the FitFlop midsole extends the amount of time that the slow twitch* muscles are engaged during each step (by approximately 10-12%). So just by wearing a pair of FitFlop sandals or boots you'll get more exercise while doing just exactly what you're normally doing. (*slow twitch muscles produce energy by converting fats into energy aerobically.)

FitFlop footwear work your bum muscles more and have been proven to increase the amount of time that the gluteus maximus muscle is 'activated' during every single step.

FitFlop footwear has been shown to have a significant effect on the toning muscles of your thighs: The rectus femoris muscle (one of the large muscles in the group of muscles in your thigh) is activated for a longer period of time while walking in FitFlop sandals or boots than while normally shod or barefoot.

Walking in FitFlop footwear is like walking barefoot, but a little bit better. According to a study done at the University of Salford in Manchester, UK, the FitFlop wearer's gait is very similar to that of a barefoot walker, but the added cushion provided by the EVA midsole helps reduce joint strain and absorb shock. In fact, several FitFlop wearers have already reported relief from back pain after a few days of wearing them.

FitFlop make it easier to stay in shape. Just throw them on while you're running errands, walking to work, or working around your house. Most first-time FitFlop wearers report feeling their muscles working more, while 'fitter' wearers feedback has been more toward great comfort and cushion. One woman reported feeling like she'd had a 'bum-blasting' workout after a half an hour of FitFlop-shod walking.

In the middle of on an international panel debate on the causes of cellulite in NY, where experts were extolling the virtues of caffeine loaded creams, circulation stifling body wraps and fat fighting laser treatments I realised that women are more than willing to try almost anything to help prevent and tackle cellulite. They are even more likely to stick with a leg-toning regimen that requires a little bit of convenience-orientated input. Women feel better when they are proactive. As a former personal trainer I had always appreciated the value of finding ways to squeeze exercise into your daily schedule. I thought what we girls really need is something like a flip flop that tones and trims our legs while we run errands. We have no free time. We want a workout while we walk.

The development process took the best part of two and a half years, with many attempts to find the most common sense approach to 'firming up' through the feet. I needed to tap into the biomechanical workings of the feet and lower body to produce the FitFlop and find somebody who really understood how the workings of the feet can have a positive effect on the entire body. Dr David Cook and Darren James from the Centre for Human Performance at London South Bank University biomechanically engineered our groundbreaking, patent-pending Microwobbleboard™ technology. It loads your leg muscles more with every step and realigns the ground reaction forces that induce stress to the knee and lower back, so you feel the relief almost instantly.

Since the launch in June 07, we have sold nearly 3 million pairs of FitFlop footwear.

I am fortunate to trial every single style we release to ensure they meet our comfort expectations and maintain the same FitFlop walking experience, which I refer to as 'freedom of feet'. (I'm also responsible for signing off on every single sample and style.) I do have my favourites however, which are the classic red Walkstar (they look hot with jeans and are so light on your feet) and our new blueberry and yellow Jellies, because despite the rain lately, they scream SUMMER! I'm trialling a pair of our winter ones right now too, and may I just say: mark your calendars, girls, they are glorious!

You bet. I order bulk children's birthday gifts from JohnLewis.com, I'm an Amazon addict (I love music and books), get the odd pair of jeans, buy school uniforms, groceries, you name it.

I do have my favourites, the classic red walkstar

I wish I could say I had time to hit Bikram yoga every other day, jog and work out (if only!) but with two kids, a husband and two brands to run I just don't seem to find the time. I did have a motivated moment a month ago when I went jogging at nine o'clock at night twice in one week, but the thrill wore off pretty quickly. FitFlop technology is the perfect solution for me. It keeps my legs in decent shape as I simply walk to work each day, and know that my leg muscles do 53% more work than if I weren't wearing them. (I also wrestle my two year old into bed every evening, and I've found that my arms are keeping pretty toned and trim!)

Excuse me, I have to go Tweet. But I don't have time to follow anybody. Besides, following is so pass. I did my following in the 90s.

Having lived in both I would have to say London, where anything goes! It's great for parks, it's creative, it's crazy, and it's a little bit easier in terms of pace and practicality and it seems that your social life is separate from work, so you really have the best of all worlds.

FitFlop sandals? I find myself checking out what's on everyone's feet ...I've even run after people in the park (much to the horror of my friend Kathy, who walks with me on Sunday mornings.) I'm a backpack girl and currently coveting a Y3 one that my art director Alli showed me. I don't do the one-shoulder slouch anymore. Those big, bulky handbags are appalling for your posture, and I need both hands free to keep my two energetic little boys in tow.


Chocolate. It's denser. Faster. Quicker rush. Less likely to get all over your face, and there's more caffeine per gram, so you need less of it to get a sufficient hit!

FitFlop sandals were created in collaboration between biochemists Dr David Cook and Darren James at LSBU and Marcia Kilgore, Bliss Spa founder and one-time personal trainer.

FitFlop sandals were independently tested at Salford University in Manchester by Dr Philip Graham Smith and Richard Jones to verify their pro-muscle activity prior to launch.

First available in May 2007 (in the UK and US), the brand has now (2009) sold over 4 million pairs of sandals in 44 countries.

FitFlop sandals were profiled in Newsweek as the ‘must-have item of the summer’ in 2007, featured on Oprah’s ‘Favourite Summer Things’ list in July 2008, and hailed as ‘miraculous’ in the Independent newspaper (London, UK).

Endorsed and used by notable personal trainers including Teddy Bass, Gunnar Peterson, Kim Lyons, and Jay Cardiello.

FitFlop sandal wearers have also reported relief from plantar fasciitis, heel spurs, chronic back pain, sciatica, osteoarthritis, scoliosis & degenerative disc disease.

Who knew a workout while you walk could be so fashion friendly? Fitflop shoes are designed to suit your inner fashionista as well as exercising those glutes and their newest designs are every bit as beautiful as existing favourites. Which is why it’s no surprise they’re a firm favourite with A-list celebrities!

New colours are added to the super sparkling shoes for those who love twinkle toes!

A smooth suede finish in the seasons most wanted new shades, including lilac and sky, are the perfect dress-down sophistication.

Dazzling fuschia or vibrant silver and gold mean cool and comfortable feet have never looked so hot.

Beautiful resin jewels give the metallic finish an Ibiza beach boost with the same Fitflop comfort but double the dash.

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