Fitflop technically designed toning footwear releases fashion collections.

There are a few footwear manufacturers at present promising shoes which not only cover your feet, but also provide an extra benefit, MBT is one of these, promising shoes that optimise the time spent in them by a rocking motion, and various other similar types of concepts.

One of the first brands to achieve a measure of global success was FitFlop, a brand which noticing the propensity for women to wear the Havianas type Flip Flop at almost all times during the warmer months, designed a very special Flip Flop which optimised the way a person walks while in them, thereby toning the leg and calf muscles.  Aimed initially at the leg-concious Female market, Flip Flop's for the Men's market and Children's ranges followed.

Now however, having achieved mainstream success with their FitFlop, they are expanding beyond Flip Flops into the trainer, and winter boot market, with choices clearly influenced by the likes of UGG, yet far less clunky, some of which are quite fashionable.  Below is a selection of Men's and Women's new trainers and boots from FitFlop, prices are still very competitive, with nothing exceeding £200.