Before FitFlop was created in 2007, it was generally accepted that a woman's shoe couldn’t simultaneously look and feel great. FitFlop set about changing this mistaken notion. Their shoes are a union of biomechanical science, comfort, and fashion. They’re designed to create an even distribution of body weight — each product using the midsoles like a balancing fulcrum to achieve this objective — so you can stay on your feet longer and more comfortably. Biomechanical research informs every design: the intention is to create an effect of walking barefoot, but with shock absorption, and muscle toning. In that sense, by incorporating biomechanical research, FifFlop hopes to make a better Flip Flop -- but their product line, employing the same research developments, has since expanded well beyond flip-flops. Oprah Winfrey famously touted the benefits of FitFlop in 2008; they’ve been a favorite among other celebrities as well. We at Outdoor Equipped are pleased to offer a wide selection of FitFlop styles and sizes.