You'll Be Dancing in Cha Cha's

 Celebrating its fifth anniversary, FitFlop – Thailand’s top-selling shoemaker – has a new Cha Cha line that’s available here for three months ahead of any other country. British Ambassador Mark Kent joined Katie Neiman from FitFlop England at the recent unveiling.

Part of the proceeds from sales will go to the Thai Red Cross Friends in Need (of Pa) Volunteers Foundation. After Her Royal Highness Princess Somsavali opened the first store in 2008, the brand became popular fast. Three years on, FitFlop showed its appreciation with the Frou Princess Collection. 

The Cha Cha Collection – in Sapphire, Nimbus Silver and Ruby – is inspired by fun summer festivals, as shown by the musical notes that decorate the shoes, as though you’re ready to dance at any time. 

“FitFlop has been incredibly well received in Thailand – you’re a little bit more phenomenal, in a good way!” Neiman said. “People here are emotionally attached to the brand. I think you’re addicted to it – you’re hooked!”

The publicist believes Thais “really enjoy” wearing FitFlops. “They like to look good and feel good. If you think back to Day 1, when we had a classic style, just the one style, it was basic, but it had a unique feeling that people today struggle to find.”

Neiman called Cha Cha shoes “caffeine for your feet”.

“They give you energy thanks to our mechanically engineered mid-sole called a Microwobbleboard, which acts like a giant marshmallow. That’s what people get addicted to. Because you have the right pitch, you feel natural while you’re walking.” 

FitFlops are sold in 52 countries –18 million pairs in six years. Viphop Tatiyamaneekul of Star Fashion, the FitFlop distributor in Thailand, said the brand is the top seller in every department store. “I think the popularity in Thailand is due to delivering what’s advertised, especially the engineered mid-sole.”

Plans are now afoot (pun intended) for a men’s collection and the first Fitflop flagship store.