No Longer Just Your Mother’s Favorite, FitFlop Gets A Stylish Update For The Summer



Still very much committed to best interests of the super woman, revolutionary footwear brand FitFlop continues to combine state-of-the-art technology, comfort unparalleled and this time around, an ever more distinct distinction for fashion-forward designs.

Related: Here Are The Trends That You’ll Be Seeing Everywhere This 2018

Wait, before you squint or rub your eyes, we’ll save you the disbelief and confirm straight up that yes, FitFlop has irrevocably tipped over the current, contemporary and dare we say it, cool category. While the innovative technologies it is known and beloved for are still very much intact, the brand has gone to explore a more modern approach to its designs. Yes, these are no longer just the pair that your mother (or grandmother) will favor, too. With its spring/summer 2018 collection, it won’t be too long before you start obsessing over them and picking up a pair or two.

There are many things that FitFlop holds near and dear its heart, but the most essential spirit of the brand keeps a keen focus on the super woman that continues to hustle through the day-to-day with much aplomb. This high distinction for the woman requires the brand to stand its ground of providing a strong foundation to go about the many roles they take on. And in order for them to realize their fullest potential, FitFlop has long supported these women with its innovative design patents that put a premium to biomechanics.

Longtime fans and patrons of the brand have volunteered only good things about the cloud-like comfort offered by its popular Microwobbleboardtechnology. This season, Fitflop steps up with two new midsole technologies: the DuocomFF™, a sleek dual-layer midsole, and the Microbubbleboard™, a lightweight iteration of the aforementioned Microwobbleboard™ technology.

Held together by a strong and sturdy base, the collection takes on a fun and fancy persona with intrusions of playful details such as laser-cut detailing, fringe, animal print and crystal embellishment. Far from your typical clunky pairs of footwear from the inception of the brand, FitFlop moves into a contemporary plane with refined silhouettes, as well as an introduction of colors such as dusty pinks, dove blues and iridescent metallics.

Always a big believer in inciting a dialogue with its customers, FitFlop has long been known for really taking into consideration what the market has to say about their wares. A constant clamor has been a desire for closed-shoes options that can directly translate from the streets to the work space.

Feminine yet highly functional, FitFlop offers knitted sneaker pairs, as well as game-changing bungee-inspired lace-ups that will provide pain- and worry-free movement on long walks, making you want to get on your toes when you slip them on.

A key style innovation for the summer comes in the return of the wildly popular Überknit™. This time, however, it gets a little more active with a gladiator-inspired pair that features the signature one-piece stretch knit that hugs the foot in an on open-toed silhouette. Whether you choose to go all out athletic and wear them with your stylish active gear or opt for a more frilly pairing with boho-ready pieces, this new design is a clear fashion-girl favorite. So, if we were you, run (don’t walk) and pick up your own FitFlop pair before it sells out…fast.

Take a look at the rest of the FitFlop spring/summer 2018 collection below:

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