The new craze in womens fashion wear is the Fitflop, a flip-flop with a twist. The shoe, designed and sold by Brandhandling, is marketed with the slogan “It’s a flip flop with a ‘gym’ built-in”. The idea is that wearing the Fit Flop will give you longer leaner legs by increasing the work your muscles do during walking. The shoe adjusts the platform during midstride causing the wearer to use different muscles with every step. Continue reading →