On Tuesday I attended the launch of FitFlop's Autumn Winter 2010 collection. And my how it's changed.
I bought one of the first pairs of black stripy Fitflops back in the day (2006) when they were first appeared on the market and I wear them for holidays. They are super comfortable and very practical, but to be honest, they are not really my style - a bit too sporty looking - and so I haven't worn them as much as I might have.
Anyway, the launch event changed everything! The range is absolutely amazing now and in terms of comfort and style combined, it completely rivals other winter boots makers. This is without even considering the potential toning benefits.
I am now the proud owner of the cutest pair of chocolate brown, furry, fluffy, super comfy Mukluks.
And boy did I need them. I had been wearing my heels all day and by the time I arrived at Berkeley Square for the launch, I felt like the balls of my feet were actually bleeding. This was more than just a case of 'achy balls' (!).
|Marcia Kilgore (centre) chatting to Handpicked Media Bloggers|
I had a wonderful chat with Marcia Kilgore, the founder of Fitflop, and discovered that she has the most amazing CV.
She actually created Bliss Spa, sold it, went on to begin Soap and Glory, and now is the proud figurehead of Fitflop, a company and innovation that she is hugely proud of.
It was fascinating talking to her because the relationship between the beauty industry and all the work she has done with Fitflop becomes very fluid and connected.
She was actually at a seminar discussing cellulite when she conceived the FitFlop idea and had her moment of epiphany, as she refers to it. She then spent much time and energy finding the right people that could help her in her quest to create a comfortable flipflop that would tone your legs as you walked.
She finally found Dr David Cook of London South Bank Univeristy, when it became clear that she needed a biomechanic and not a shoe designer.
And so Fitflop was born. And it has developed and evolved in a very exciting way.
|FitFlop's Mark Andrews with the Pressure Mapping Technology|
I then had my feet pressure mapped by Mark Andrews, a FitFlop expert. This was fun, although fairly worrying, as I learnt that I am not really walking on much of the surface area of the soles of my feet.
If I wanted to make this sound good (which I may when talking about it in the future) one could say that I am actually floating on air. Mark Andrews would say that perhaps I have a bad back or ankles!
When I was once again pressure mapped wearing my super new FitFlop boots, which eased my 'achey balls' instantly, the situation was very much improved. The pressure was being more evenly spread through my feet. Phewph!
I actually have an ankle injury that I had forgotten about. The FitFlop technology and Mark told me that my ankle certainly hadn't forgotten about it!
|A blogger on the verge of the moment of truth!|
The rest of the night was spent admiring the Autumn Winter range, bouncing around in my new booties and discussing how I was sure to have lost at least half a stone with the super toning powers of FitFlop!!!
I've been wearing them to and from work and I have high hopes on this front. I believe!!
|Marcia's favourite style|
|See the boots? Cute!|
|Love this style|
I love these designs. They will certainly take us through Autumn and Winter in style and complete comfort, with the added bonus of toning the legs without even having to think about it. Super!
From a mummy point of view, I was very interested that FitFlop have also introduced a children's range. Because FitFlop is not just about toning but about freedom, flexibility and the right support for feet. In fact, Marcia Kilgore told me that deciding to develop the kids' range was a seriously important moment for her.
This really struck a cord for me because I (like any other parent) go to extreme lengths to make sure that I give my son the best start in life. You know, I have trained him to say that salmon and brocolli is his best dinner, I chase him with SPF 70 at the slightest suggestion of sun, and try my very best to make sure that he gets 12 hours sleep a night.
I have also been careful with his feet. He has particularly wide ones and so I have always bought Clarks shoes so that I can feel assured that his tootsies are being cared for as well as everything else. Because the majority of foot problems in adults are caused by ill-fitting footwear worn as a child, I'm told.
But perhaps I can go a step further than this. FitFlop says:
'Our clogs and boots protect without limiting movement, and let growing feet STRETCH and FLEX, with more FOOT-TO-SOLE CONTACT than stiff and structured-soled shoes.'
I think this is the way I want to go! Only the best for my baby!! A pair are certainly on my shopping list. And it would be fun to match ... a bit like the Beckhams!!
And of course FitFlop has a mens' range now, so there's something for everyone.
For more information, visit www.fitflop.com. And I'll be sure to update you with how I'm getting on with my Mukluks.
Have you seen the new FitFlop collection yet?
Can't wait to hear from you