Busy FitFlop unveils new collab with Roksanda

Wellness footwear brand FitFlop has unveiled a new collaboration with Roksanda Ilinčić’s eponymous Roksanda brand for the AW24 season.

The new offer was shown at London Fashion Week and Marcia Kilgore — the serial entrepreneur who founded FitFlop — said it’s “a celebration of female founders and partnership. Designed and engineered by women, for women. The collection fuses Roksanda’s vibrant, bold and feminine handwriting with FitFlop’s performance”.

She added that the company “is on a mission to become the world’s most intelligent footwear brand, and the collaboration with Roksanada adds an unexpected twist, bringing beauty and biomechanics to the runway”.

And she said Ilinčić is a “kindred spirit” with a brand that “celebrates timeless style with a serving of great energy on the side”.

The unveiling comes at a busy time for FitFlop that only this month announced a brand relaunch “to power [its] next stage of growth in the UK and Internationally”.

That came with the launch of its spring 24 campaign that saw “a new look and feel for the brand across all creative direction including colour palettes, silhouettes and brand logos”. 

Last year it also partnered with Adyen’s technology platform “to transform its digital consumer journey” across web, mobile, and in-store activities”.

And as it extended its distribution, it secured an extra five-year $30 million revolving credit facility from Aurelius Finance Co to support its long-term growth.