More than a million pairs of FitFlops have been sold since they launched 18 months ago, with fans from Julianne Moore in the States to Fern Britton, Louise Redknapp and Carly Zucker over here.
And now the footwear that helps you get fit is launching its first-ever winter form. Building on the shape of the standard thong-toed sandal, the new 'FitFlops with a roof on top' are called Billow and Gogh.
With double-sided, 16mm shearling built on the same 'microwobbleboard' midsole that gets muscles working to tone and trim legs while firming bottoms, Billow is a furry boot, and it's claimed that moving around in a pair is like walking on a cloud (hence the name). Gogh, meanwhile, is a soft clog.
Both designs are stain- and water-resistant and come in camel, black, mushroom and chocolate, in sizes three to eight.
Billow is available from this week from John Lewis, Sweaty Betty, Running Bare and victoriahealth.com, although you'll have to wait until December 1, 2008, for Gogh. And be quick - as stocks are limited.
Visit www.thefitflop.com to learn more.