FitFlop: Whole-Size Fitting, Cushioned Midsoles and Choosing Sandals, Sneakers or Boots

FitFlop is a London-born footwear brand that started with a flip-flop built on a cushioned, contoured midsole and now sells sandals, slides, sneakers, clogs, loafers and boots for women and men. The fitflop.com store serves shoppers in dollars, with the brand's full range and its own promotions.

A FitFlop order goes well when the size is right, the style suits how you will wear it, and the reader has sensible expectations of the comfort technology. This guide covers each in turn.

FitFlop sizing and the half-size question

Many FitFlop styles, especially sandals and flip-flops, are made in whole sizes only. If you normally wear a half size, you have to choose between the size above and below, and the right answer depends on the style.

Open sandals and slides are forgiving, because the foot is not enclosed. Closed shoes, sneakers and boots are not. Read the fit note on each FitFlop product page, where the brand usually says whether to size up or down for half sizes, and follow it rather than guessing.

Measure your foot length against the FitFlop size chart, which shows US, UK and EU sizes side by side. UK sizes are smaller numbers than US for the same foot, so do not confuse the two on a brand that started in Britain.

What the FitFlop midsole does

FitFlop built its name on multi-density midsoles, marketed under names such as Microwobbleboard and iQushion. The idea is firmer foam where the foot needs support and softer foam where it lands, giving a cushioned walk that many people find comfortable on hard floors and pavements.

Treat FitFlop comfort claims as comfort, not treatment. If you have a foot condition, plantar pain or use custom orthotics, ask a podiatrist whether a particular FitFlop style suits you, and check whether it has a removable footbed before ordering.

Expect a short adjustment period. A contoured footbed feels different from a flat sandal for the first few wears; wear new FitFlop shoes around the house before a long day out.

Sandals and slides

Sandals are FitFlop's core. Toe-post styles suit people used to flip-flops; slides and cross-strap designs are easier for anyone who dislikes a toe post. Adjustable straps help narrow or high-instep feet get a secure fit.

Check the upper material. Leather and suede look smarter and mould to the foot over time but dislike water. Rubber and EVA FitFlop sandals can go to the beach or pool and rinse clean.

Sneakers, clogs and boots

FitFlop sneakers and loafers bring the cushioned sole into closed shoes for walking, travel and long days standing. Look at the width guidance, because closed FitFlop styles vary between standard and roomier fits.

FitFlop boots, including Chelsea and ankle styles, usually run warmer and heavier than the sandals. Leave room for thicker socks in winter, and try boots on in the evening when feet are largest.

Clogs sit in between: easy to slip on, useful for gardening or indoors, and often in waterproof materials.

Delivery, returns and timing

FitFlop runs its biggest discounts at the end of each season, when summer sandals are cleared in autumn and boots in late winter. If you want the newest colours, buy early; if you are flexible, wait for the end-of-season FitFlop sale.

Returns on unworn shoes are normally accepted within a stated window. Try shoes indoors on a clean surface so they stay returnable, and check the current FitFlop policy for sale items, which may be treated differently.

Where the FitFlop savings are

The 40% code is the headline one. Its name suggests a winter promotion, so it is most likely to work on boots and cold-weather FitFlop styles, and may not apply to new arrivals. Try it first on any basket.

The $25 code is a flat saving that beats 40% only on an order under about $62, which is rare with FitFlop prices. Use it if the 40% code is refused, and check whether it needs a minimum spend.

The free-shipping code helps on a single pair of sandals, where delivery is a noticeable share of the total. It will not usually combine with a percentage code, so compare the two totals.

FitFlop codes generally cannot be stacked or applied to sale items. If the sale price is already lower than full price with a code, buy the sale pair.

Common questions

Does FitFlop do half sizes?

Many styles come in whole sizes only. Follow the half-size advice on each FitFlop product page.

Are FitFlop shoes good for foot pain?

Many people find them comfortable, but they are not a medical device. Ask a podiatrist about specific conditions.

Can FitFlop sandals get wet?

Rubber and EVA styles can. Leather and suede FitFlop sandals should be kept dry.

When are FitFlop sales?

Mainly at the end of each season, with boots discounted in late winter and sandals in autumn.