About Us

At a certain age, I realized
I couldn’t wear my favorite shoes anymore.

“I want to create leather shoes that would let me strut confidently on the stone-paved streets of Paris.”
This passion propelled me to establish the women’s footwear brand fitfit in 2011.
At the time, my feet were beginning to suffer from bunions. I still loved those sleek, gorgeous pumps, but they were becoming uncomfortable, not fitting my feet anymore. Many of my similar-aged friends were also complaining. Nobody wants to stop looking fabulous, but shoes for us did not exist. We had a problem.


Without a shoemaking background, could I, however, actually create shoes that overcome issues such as foot-related pain and mobility? With some serious soul searching, I decided to define my goal as making pumps that are reasonably priced, soft on the feet, comfortable, lets the wearer enjoy femininity and run if she wants to. I studied podiatry, asked experts for their advice, and partnered with a manufacturer known for its ergonomic shoes. After innumerable attempts, we developed unique shoemaking lasts and soles. Since then, for ten years, we have been creating shoes that incorporate both function and fashion while responding to consumers’ needs.

fitfit’s Brand ThemeBehind the fitifit brand theme: “Free Your Stride™”

Women should be able to remain brilliant even as they age and stay kind to themselves. “Women who are quick on their feet, and not afraid of long strides” was the original theme; I feel more women are now embodying this theme in fitfit shoes. As life expectancy extends to 100 years, I believe functional shoes have more to contribute to women’s wellness than conventional, pretty shoes.

When we launched the fitfit brand, we articulated our concept as “Art x Science” or art crosses science. Art includes innovative shoe designs, an exciting zeitgeist, modish photos and graphic elements, and retail outlets that encapsulate all of the above. Science is the painless comfort of our shoes, easy-to-wear functionality, expert knowledge, and technical evidence. The brand fitfit strikes a beautiful balance between the two. Through fitfit shoes, I will continue to support women’s lives and their feet.

Keiko Hayashi, Founder

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