FitFlop™ sandals were first created in 2007, after Dr David Cook and Darren James – both biomechanists at London South Bank University – collaborated with Marcia Kilgore (businesswoman and busy mum) to create the world's first muscle-activating flip flop.

Kilgore a one-time personal trainer and serial entrepreneur - found herself approaching 40 and feeling desperate to find a way to make it easier to stay in shape. Juggling motherhood and work with ‘working out’ was proving unworkable, so she summoned up her problem-solving skills and drummed up the concept for the FitFlop.

FitFlop footwear features a patent-pending Microwobbleboard™ midsole which can help increase the time that your muscles are engaged every single time you take a step:

Over twelve million pairs have been sold since, and now we've branched out into clogs, sneakers, shoes and boots too.