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- Samsung C&T Fashion Group’s global footwear brand FitFlop opens its first experiential pop-up store in Seongsu, running through August 16
- The “0 STEP” pop-up showcases FitFlop’s wellness footwear philosophy alongside 2026 summer styles, including iQushion, Solay, Gracie, and the newly launched FitFlop x Keith Haring Special Edition
In Seongsu, where fashion, lifestyle, and creative energy come together, FitFlop has opened a new pop-up store designed around one simple idea: feeling good with every step. Samsung C&T Fashion Group’s global footwear brand FitFlop is operating its first experiential pop-up store, “0 STEP,” at Stage35 Seongsu in Seongdong-gu, Seoul, through August 16.
The pop-up brings FitFlop’s signature comfort and summer-ready style into an inviting offline space where visitors can try on the brand’s latest footwear, experience its technology firsthand, and discover new seasonal items.
Launched in the United Kingdom in 2007, FitFlop is a global wellness footwear brand that combines biomechanics-based innovation with contemporary design. Designed to deliver both comfort and style, the brand has continued to grow among customers looking for footwear that fits naturally into everyday life. Since September last year, Samsung C&T Fashion Group has been exclusively operating FitFlop’s business in Korea.
FitFlop has sold more than 76 million pairs of footwear across over 80 countries worldwide. The brand currently operates around 190 stores in markets including the United Kingdom, Europe, the Middle East, India, and the Asia-Pacific region.
A Wellness Space Designed Around “0 STEP”
The “0 STEP” pop-up store reflects the growing interest in wellness, comfort, and experience-driven retail. The name combines “0,” symbolizing reduced foot stress, with “STEP,” representing the idea of moving forward in a healthier way with FitFlop footwear. Together, the concept captures the feeling of easing everyday fatigue while adding new energy to daily movement.
On the first floor, visitors can explore the DIY Experience Zone, a space designed to introduce FitFlop’s brand philosophy in a more playful and hands-on way. Guests can try on key FitFlop styles and directly experience the brand’s core strengths, including lightweight construction and exceptional comfort. Customers who purchase FitFlop products worth KRW 100,000 or more can also join a special event to create their own DIY anklet.
Where Summer Style Meets Everyday Comfort
The second floor of the pop-up store is dedicated to FitFlop’s Product Zone, featuring the brand’s 2026 summer season lineup. The space presents new seasonal styles from FitFlop’s steady-selling categories, including iQushion, Solay, and Gracie.
Among the featured products, iQushion stands out for its distinctive cushioning and lightweight design. Reflecting strong customer demand identified online, the iQushion line is being sold offline for the first time through this pop-up store, giving visitors the chance to experience the popular style in person before taking it into their summer wardrobe.
FitFlop x Keith Haring Special Edition
The Seongsu pop-up also highlights the newly launched FitFlop x Keith Haring Special Edition, bringing a bold artistic energy to the brand’s summer footwear lineup. Created in collaboration with artist Keith Haring, the special edition reinterprets FitFlop’s comfort-led silhouettes with vivid colors, playful graphic details, and the artist’s instantly recognizable visual style.
The collection includes a range of summer-ready styles, from sandals and flip-flops to sneakers, designed to add a bright accent to everyday looks. Red, black, and white appear as key colors across the lineup, creating a lively yet wearable collection that pairs easily with relaxed summer styling.
By combining FitFlop’s signature cushioning and lightweight comfort with Keith Haring’s expressive artwork, the special edition offers visitors a fresh way to experience footwear that feels as good as it looks.
Bringing Wellness Footwear Closer to Customers
“This pop-up store was planned by combining FitFlop’s brand philosophy of pursuing healthy balance with customer demand for a new wellness lifestyle,” said Mooyoung Lee, Vice President at Samsung C&T Fashion Group. “As a wellness footwear brand, FitFlop will continue expanding differentiated brand experiences across diverse customer touchpoints.”
With its first experiential pop-up store in Seongsu, FitFlop is inviting visitors to experience the brand’s comfort technology, summer lineup, and wellness lifestyle concept in a fresh offline setting. From lightweight sandals to special-edition styles, the “0 STEP” pop-up offers a new way to discover footwear made for easy movement, everyday comfort, and summer style.
The latest summer collection and special-edition styles from FitFlop can also be explored online through SSF Shop, Samsung C&T Fashion Group’s online shopping platform, allowing customers to discover the brand’s wellness-driven approach to comfort and design beyond the pop-up space.
