In 2006 FitFlop founder Marcia Kilgore set her mind on a mission- to produce the most comfortable footwear in the world. 

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Collaborating with two British biomechanists she created a triple-densite MICROWOBBLEBOARD™ midsole which featured in the first FitFlop sandal. This was the beginning of the brands huge success story. Over twenty million pairs have been sold since in a variety of styles and colours and now feature their newer BIOMIMETIX™ and SUPERCOMFF ™ midsoles. These shoes are not only designed for maximum comfort but are fresh and fun to wear all year round. Shop FitFlop online or visit our Norwich store to see our full range.

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