FitFlop: The Shoe That Started With a Biomechanics Lab
FitFlop started in 2007 with a sandal that was supposed to do something most shoes can't help tone your legs while you walked in them. The toning claim faded into the background over the years, but what stayed was a genuine commitment to biomechanically designed footwear that puts comfort first without looking like a medical appliance.
The range Brantano stocks today covers sandals, trainers, loafers, ankle boots, and a solid selection of closed-toe styles for the months when sandals aren't practical. All of it is built around the same principle: shoes should feel as good at 6pm as they did at 8am.
Are FitFlops Good for Your Feet?
In most cases, yes and podiatrists have been broadly positive about FitFlop's design approach for years. The key is in how the midsole is engineered. FitFlop uses a multi-density foam construction that distributes load more evenly across the foot than a standard flat sole. The result is less pressure concentration under the heel and ball of the foot, which matters a great deal over the course of a long day.
The wider toe boxes on most FitFlop styles are a significant plus for foot health. Narrow toe boxes compress the forefoot over time; FitFlop's more generous fit allows the toes to spread naturally.
That said, FitFlop is comfort footwear, not corrective footwear. If you have a diagnosed foot condition plantar fasciitis, bunions, flat feet FitFlop may be a good everyday option, but it shouldn't replace advice from a podiatrist.
Do FitFlops Help with Plantar Fasciitis?
Plantar fasciitis is one of the most common foot complaints inflammation of the tissue running along the bottom of the foot, typically worst in the morning or after periods of rest. Many people with plantar fasciitis find FitFlop styles helpful, primarily because of the cushioned midsole and the heel support built into most of their sandals and closed-toe styles.
The Shuv clog and the Rally sneaker range are the two FitFlop styles we most often recommend to customers mentioning foot pain. Both have firmer heel support than the sandal-only styles, which matters for anyone whose symptoms are worse when the heel collapses inward.
If your plantar fasciitis is severe, FitFlop alone won't fix it you'd need orthotics and potentially physiotherapy. But as an everyday shoe that doesn't aggravate the problem, FitFlop is a sensible choice.
How Long Do FitFlops Last?
With reasonable care, FitFlop sandals and trainers typically last two to four years of regular wear. The midsole foam does compress over time that's true of any cushioned shoe but FitFlop's multi-density construction is more resilient than standard EVA foam, which flattens relatively quickly.
Signs you need to replace your FitFlops: the midsole feels noticeably firmer underfoot than it used to, the upper is separating from the sole, or the outsole has worn through in one spot. Rotating between two pairs extends the life of both significantly.
FitFlop sandals that are worn only in summer can last considerably longer than everyday trainers worn year-round.
Are FitFlops Worth the Money?
FitFlop sits in the £60–£130 range for most styles which is premium for sandals and competitive for comfort trainers. Whether they're worth it depends on what you're comparing them to.
Against a £25 high-street sandal that flattens out in a season: yes, easily. The quality of materials, the longevity of the midsole, and the consistent comfort across all-day wear put FitFlop in a different category. Against specialist orthopaedic footwear at similar prices: FitFlop wins on style and versatility, loses slightly on clinical support.
For the majority of people working professionals, active retirees, parents on their feet all day FitFlop offers a useful middle ground: properly engineered comfort at a price that doesn't require a special occasion.
FitFlop for Women: What's in the Range
The women's FitFlop range at Brantano covers four broad categories. Sandals the brand's origin point come in flat, low-heeled, and wedge options; the Lulu slide and the Surff are the current bestsellers. Trainers include the Vitamin FF and Rally ranges, which are close enough to a standard trainer to work with most casual outfits. Boots and ankle boots come into stock from September and sell fast. Loafers and flat shoes round out the all-year range.
All styles share the same midsole technology. Colour ranges update seasonally; the classics (black, tan, navy) are available year-round.
Free UK delivery on FitFlop orders over £50. Easy returns if the fit isn't right sizing can vary across the range, so we always recommend checking the individual size guide.
FAQ -
Q: Are FitFlop sandals good for walking long distances?
FitFlop sandals are comfortable for moderate walking a day of city sightseeing, a beach walk, daily errands. For serious long-distance walking (5+ miles on hard surfaces), a dedicated walking trainer will provide better motion control and arch support than any sandal, including FitFlop.
Q: Do FitFlops come in wide fit?
Select FitFlop styles are available in wide fit at Brantano. The brand tends to cut its standard shoes with a generous toe box, which many people with wider feet find accommodating even in the regular width. Check individual product listings for wide-fit availability.
Q: What's the difference between FitFlop and other comfort brands?
FitFlop's point of difference is biomechanical engineering the multi-density midsole is designed to distribute load across the whole foot rather than concentrating it under the heel and ball. This makes them different from simple cushioned shoes, which add foam without changing how load is distributed.
Q: Can I wear FitFlops in wet weather?
FitFlop sandals are not waterproof they're designed for dry conditions and summer use. Some FitFlop trainers and boots have water-resistant uppers suitable for light rain. Check individual product descriptions for weather resistance ratings.
Q: How do I clean my FitFlops?
Most FitFlop sandals can be cleaned with a damp cloth and mild soap. Avoid submerging them in water particularly styles with leather or suede upper trims. For fabric-upper trainers, a soft brush with warm water works well. Air dry naturally; heat damages the midsole foam.
