“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 for ten years while responding to consumers’ needs.