FitFlops seem to be catching everyone’s eye at the moment. Not only are they selling well, they are also featured all over the women’s glossy magazines - in such style bibles as Vogue and Grazia.

So from a shoe technology perspective - what’s all the fuss about?

Well, several leading studies have shown that wearing FitFlops actually extends the amount of time that your slow twitch muscles are engaged during each step by between 10-12%. They do this because they have a multi-density midsole which works your leg and bum muscles in a slightly different way through the foot strike. So, just by wearing them - walking to work, working around the house or even shopping (this we like!!) - you’ll feel and see the benefit. FitFlops have even been clinically proven to increase the amount of time that the gluteus maximus muscle is activated during walking, meaning they work your bum muscles more.