From a stylish, sporty sneaker to a hike-ready boot, Drapers brings you a preview of the newest designs, technologies and innovations within FitFlop’s AW24 footwear collection, alongside an interview with the brand’s head of research and development.
F-Mode Flow Flatform Trainers
FitFlop’s bestselling F-Mode sneaker gets an athletic update, tapping into fashion’s current heritage sneaker trend. It contains the brand’s signature comfort tech, while bringing a more youthful look via contrasting colours and materials, as well as an updated outsole and toe/heel wrap for a sporty look. Available in Shell Coral Mix (wholesale £54.20), Mistry Rose (£50) and Surf Spray Mix (£50).
F-Luma Loafer And Boot
A classic slip-on loafer silhouette gets a FitFlop makeover in shoe (wholesaling for £58.30) or boot (£70.80) options, featuring the brand’s original biomechanic Microwobbleboard technology for on-trend style meets day-to-night comfort.
Wylder Hiker-Lace Boots
A fashion-forward lace-up hiker-boot that packs in FitFlop’s comfort tech and functionality. It is available in a variety of lengths, colourways and materials, including leathers, nubucks and suedes, and wholesales for £79.20.
Drapers meets Kim Lilley – the biomechanics expert who leads FitFlop’s research and development department, and brings innovative, technology-led comfort to the brand’s footwear designs.
What is biomechanics? And how do you design footwear this way?
Biomechanics is the science of movement. When we use this in footwear design, we apply all elements of human movement, anatomy and physiology to the engineering of the shoe. This means that shoes are designed to work with the natural motion of the body, so the shoes keep the wearer comfortable all day long.
Tell us about the technologies in FitFlop’s footwear.
Every shoe is built on one of our footwear technologies. These include Microwobbleboard technology – a tripledensity midsole working with the stages of the footstep to maximise energy efficiency; iQushion – our lightweight, arch-contouring flip-flop style; and Neodynamic – a new exercise-ready carbon-plated midsole.
For AW24, the Microwobbleboard features in key styles. Tell us more.
The Microwobbleboard is our original technology. This is a triple-density midsole, engineered to work with the three stages of the footstep. This encourages a natural alignment, reducing the muscular effort needed while providing enhanced levels of comfort and energy.
You believe you do not have to compromise on style for comfort. Why?
If you engineer comfort with science, then style does not need to be impacted. At FitFlop we don’t just play with gel or foams: we engineer comfort based on biomechanics – the movement of the joints and muscles in the body. Therefore, comfort will be assured – and will last longer.
How would you describe the new F-Luma loafer and boot?
The F-Luma pack is a new outlook on our much-loved Microwobbleboard technology. Hidden inside a cup sole, this midsole offers Microwobbleboard comfort with a new aesthetic. The Capsule is made of EVA with a thin rubber outsole, minimising weight, and maximising comfort. This midsole gives height, yet the same Microwobbleboard comfort, in a statement shape.
What are the main features of the F-Mode Flow sneaker?
The F-Mode Flow sneaker is a new version of the much-loved F-Mode sneaker. A slightly slimmer fit and aesthetic offers a new silhouette to this sneaker family, with unrivalled Microwobbleboard comfort. This midsole has the triple-density cushioning of Microwobbleboard, a full rubber outsole for slip resistance and a padded, fully adjustable and refined upper for all day, everyday wear.
Tell us about the Wylder Hiker-Lace boot. What are the functional elements to know about?
Following on as another new addition to the Microwobbleboard family, the Wylder offers a new boot silhouette on our triple-density midsole. With rubber pods at the heel and toe, we have been able to take this comfort technology and make it more functional than ever before. The chunky tread design ensures it is both functional and fashionable, and it comes with a fully adjustable lacing system and soft leather upper to ensure lasting comfort, not just under foot.
To find out more about FitFlop’s wholesale opportunities, contact Hannah.watson@fitflop.com
