Drapers Footwear Awards 2015 Shortlist Announced

Posted By: on 27 March 2015

The Drapers Footwear Awards 2015 shortlist has been announced and we’re delighted to have been nominated for the Footwear Pure-play/ Multichannel Retailer of the Year category, which recognises great customer service and online shopping experience.

We’re very excited to have been considered alongside some of the biggest household names including Dune, New Look and Schuh.  The Drapers Awards celebrate outstanding performance, innovation and creativity in the footwear retail sector, so to be shortlisted is an honour we are very proud of.

We can’t wait until the black tie awards evening on June 4th - it’s going to be a great night and hopefully we’ll be celebrating.

March's Brand of the Month - Gola

Posted By: FYFO on 05 March 2015

A British label through and through, our brand of the month for March has provided sporting celebs and the fashion-conscious alike with decades of design innovation. Gola is a true legend when it comes to the world of athletics and sportswear - in its heyday during the ‘70s, the brand ranked in the top three sports brands. But did you know that Gola was producing shoes way back in the early 20th century - the company is rich with history! Read our five fun facts to find out more about Gola’s past….


FACT: This year, Gola will be celebrating it’s 110th birthday. Born and registered on May 22nd 1905, Gola was the creation of already established company Joseph Leeson & Sons, a manufacturer of athletic goods. It is believed that the name Gola is an anagram of goal - check out this old school photo of Gola’s first ever ad campaign on the side of a double decker bus.



FACT: We have Gola to thank for the commonly used term ‘trainer' - previously referred to as ‘training shoes’, Gola came up with this abbreviated term in 1967, just a year before the iconic Harrier trainer hit the market.


FACT: Gola has sponsored many sports stars, including Bob Paisley, Bill Shankly, Emlyn Hughes, Gerry Francis, Peter Shilton and who could forget Roy of the Rovers, the fictional comic star of the ‘80s.  Another proud moment came in 1975, when Gola supplied training kits for none other than Manchester United! Controversy struck when in 1977 footballer Stan Bowles walked out onto the pitch wearing one Gola and one Adidas boot - he’d accepted money from both brands to represent each of them the day of the match!


FACT: And its not just sports stars who have worn Gola over the past 110 years…in 1940 Gola began producing boots specifically for the British Armed Forces - a truly patriotic brand.



FACT: In 1973, Gola running spikes set world record! David Bedford ran the 10,000m in a record breaking 27 minutes and 30.8 seconds…a man with great talent no doubt, but we can’t help but think that the Gola 203 spikes he wore made reaching his goal just a little bit easier.


Here at FYFO we have a great collection of classic and sportswear styles from Gola - shop them now…




Footwear Industry Awards Winners!

Posted By: FYFO on 18 February 2015


Back in December we were nominated for the ‘Best Use of Technology/E-Tailer’ award at the Footwear Industry Awards 2015….unfortunately we didn’t make the cut, but a heap of other great brands did. They were spoilt to an evening of extravagance, with a cocktail reception followed by dinner and fine wine, all hosted by comedian Paul Sinha to make sure guests were suitably entertained. The three-course meal was then followed by a casino with plenty of prizes to be won - we’re not sulking in the slightest…we didn’t even want to go….



Okay - we’re lying! The evening sounds like great fun was had by all, there is even photographic evidence to prove it. But here at FYFO, we’re rather more concerned with the award winners. We would like to say a big congratulations to those brands who were recognised for their excellence this year. Clarks took the prize for Men’s Brand of the Year, whilst Gabor won Ladies Brand of the Year. ’Best Use of Technology/E-Tailer’ went to Rieker - bravo!

We’re proud to say that here at FYFO we stock many winning brands and those who were highly commended! Check out our selection of Rieker, Skechers, Ricosta and FLY London shoes on FYFO!


Want to view a comprehensive list of the winners? Click here…




February’s Brand of the Month - Religion

Posted By: FYFO on 12 February 2015


So, February is in full swing - the party season is well and truly over, we’ve been checking-in at the gym for a good month now (the quest to locate the curious ‘abdominal muscle’ is still on-going), and we eagerly await the first signs of spring. This transitional period is always a tricky one to judge when it comes to fashion….we’re desperate to crack out a sleeveless tailored jacket and throw on some frayed denim a-la-Marques Almeida, but the British weather remains a mystery to us - can you believe it was snowing in some parts of the country last week? We aren’t taking any risks! Thats why our brand of the month was an easy choice - we wanted to up-the-fashion-ante whilst also thinking practically about the dire possibility of snow……Yes, we’ve chosen Religion as February’s Brand of the Month.


Religion’s signature style is follows a ’No Fear’ policy - each design is the result of experiments with washes, techniques and trends as the brand strives to create diverse pieces which lead the way in the fashion world. And they have done just that….A major hit with celeb fashion fanatics such as Rihanna, Agyness Dean, Jessie J, Rita Ora and Labrinth, Religion is a must have in your wardrobe.



‘Distressed garments with a rock star edge’


Popular in their collections are slogan-tees, distressed jeans and glamorously gothic tunic dresses. Charcoal hues and eerie graphics play a large part in each collection - expect plenty of leather and floaty printed silks. We think they are perfect for our February style as they have a great collection of leather jackets, long-knits, and casual yet on-point footwear perfect for battling anything that the weather throws at us.



Heavily influenced by music and British heritage, Religion ventured into the fashion world during the early 90s, at the heart of the booming east-end club culture - “Music was chemically inspired and beliefs were publicly expressed.” Now the brand has expanded to include bags, shoes, scarfs and belts - all the added extras you need to complete your outfit. Available in five continents, it’s fair to say that Religion has made its mark on the high street, finding itself nestled somewhere between the grungy glamour of All Saints, and the playfulness of Forever21.


Fancy checking it out further? FYFO has a great range of Religion shoes and accessories for both men and women right here…







Paris Men’s Fashion Week Round-Up

Posted By: FYFO on 28 January 2015


Paris Men’s Fashion Week seems to have sparked huge fashion controversy. Amongst the sea of men suited and booted up in bright pea-coats and tailored trousers, Rick Owens’ collection stuck out like a sore thumb - rough, primal, and risky. Rick Owens shocked audiences with his AW15 collection with warped knits, and most notably….nudity. The collection stole the limelight, the press going mad over Owens’ flashing models, leaving the other designers to fade into the background. But here at FYFO we want to show you that Paris Men’s Fashion Week produced much more than just a press frenzy…


In defiance, we have picked our favourite shows and chosen some fancy footwear to help you re-create the look.


Christophe Lemaire

Christophe Lemaire’s AW15 collection was typically functional. A wearable collection consisting of muted blacks, blues, greys and browns - the odd outfit accented with the feature colour: cream. But don’t mistake this collection as purely practical…there was an understated elegance which gave each outfit a slick coolness. Layering was rife, as were quality fabrics - Lemaire accessorised with leather gloves, silk scarves and black biker boots. 


Pair these black biker boots from Gucinari with a pair of tailored trousers, cream knit and double breasted coat to achieve Lemaire’s understated elegance.



As expected, Kenzo burst onto the runway with colour and life. The collection as a whole had a futuristic punk vibe - heavy military boots, paired with modern silhouettes. Oversized parkas and bomber jackets were teamed with skinny trousers, all in bright oranges, khaki greens, pinks and blues, with the odd messy graphic print. We loved the speckled chunky knits and purple chunky brogues!


Want to recreate this look? Think chunky and bright…choose these vibrant Frank Wright combat boots




Here at FYFO we are suckers for pinstripes! ….so its obvious that Hermes AW15 collection was going to be one of our favourites. Navy pinstripe was used to create sporty silhouettes, the fabric complimented by greys, olive greens, and accents of purple and lime green. The sporty theme was carried throughout the entire look - even the trousers were baggy and elasticated to give a more relaxed feel. Luxe textures took centre stage, with the use of crocodile skin, suede and leather. Each model wore a pair of shiny smart black brogues to finish off the look.


Try out this look with a pair of the Hush Puppies Asa Moderna Formal Brogues


Or opt for a chunkier style - the T.U.K Gibson Formal Brogues will modernise any smart outfit...

Golden Globes Trends!

Posted By: FYFO on 21 January 2015


Unless you’ve been hiding under a rock for the past week, you’ll have seen that the first event of the year on the Hollywood calendar took place recently, with a mass overload of celeb snaps in pretty frocks and dashing dinner jackets. The Golden Globes Awards 2015 saw Boyhood win Best Motion Picture, Eddie Redmayne take home Best Actor for his portrayal of Stephen Hawking in The Theory of Everything and, another British success, Joanne Froggatt claim Best Supporting Actress for her role in Downton Abbey.

And whilst the event holds prestige in the world of film and acting for its recognition of those who have achieved great things….we are concerned with a more important issue - the fashion! As always, the Golden Globes sets a precedent for the year to come - and, believe me, the bar has been set high. Here at FYFO we have our favourites. Sienna Miller looks stunning as always in this heavily embellished chinoiserie effect Miu Miu gown - the low-v neckline adds a hint of sex-appeal to the somewhat courtly fabric. Amy Adams gets full marks for her fab colour palette; this greecian Versace gown in pale lilac sets off her auburn hair, and gives her skin a soft peachy glow! Finally, Michelle Monaghan opts for a simple yet effective look with this shimmering strappy Jason Wu gown, hinting towards Kate Moss circa 1993.


Miller in Miu Miu, Adams in Versace, Monaghan in Jason Wu.



So, here are some of the key trends which graced the red carpet which we will be channelling this season!


Kruger in Emilia Wickstead, Beckinsdale in Elie Saab, Refaeli in Kaufman Franco, Stone in Lanvin, Johnson in Chanel.


We are excited to announce that glitter and sparkles were everywhere on the red carpet! Keep lines simple but metallics bold in 2015 like Diane Kruger and Bar Refaeli for a modern take on classic glamour. Too shy for head-to-toe glitter? Make like Emma Stone with a sparkly accent, who created a perfect blend of feminine and masculine with a Lanvin jumpsuit – the clean tailoring was set off by a huge bow and beaded bodice exposing her shoulders.


Williams in Armani Privè, Mirren in Dolce & Gabbana, Ora in Zac Posen, Klum in Versace.

Dunham in Zac Posen, Schilling in custom Ralph Lauren, Mara in Miu Miu, Zeta-Jones in Angel Sanchez.


Red was the number-one choice at the Globes this year, with at least ten of our beloved celebs donning the seductive colour. We love Rita Ora’s simple frock – perfectly sculpted over her curves, this strapless number had the addition of a mermaid-style skirt…every girls dream! Taylor Schillings red gown couldn’t be more different in style, but it’s still one of our favourites. The ‘Orange is the New Black’ star opted for a modern take on the classic ball-gown – a custom piece by Ralph Lauren. A cross-over halter neck left the back exposed was masterfully teamed with a full-skirt. Lines were simple and effective. Red can look fab on both blondes andbrunettes! Why not keep it simple by experimenting with bold red lips this year? We love this darker shade by MAC called Chili!



Rossellini Wiedemann in unknown, Mann in Kaufmanfranco, Ratajkowski in Escada, Dewan in Carolina Herrera, Watts in Gucci, Swift in Jenny Packham.


Another colour trend spotted on the Golden Globes carpet was yellow! Most celebs went for a pale tone, like Jenna Dewan, who wore a Caroline Herrera strapless dress with the addition of a flowing trail and accessorised with diamante encrusted jewellery to make her look every inch the princess! Naomi Watts opted for a bolder sunshine yellow in a Gucci column dress teamed with a daring Bulgari snake necklace. The one piece of advice we will be taking away from these ladies? Silver and yellow work together like a dream! Simplify this trend by adding a pair of these to your yellow ensemble….!



New Year, New You, New Balance - Our Top Picks!

Posted By: FYFO on 06 January 2015


As our brand of the month, we’ve decided to hand pick a few of our favourite New Balance running trainers to point you in the right direction…but safety comes first! 

When purchasing running trainers you must consider the shape of your foot in order to prevent injury. Knowing whether you have high-arches or flat feet is essential when choosing the perfect shoe for you in order to prevent over-pronation or under-pronation whilst running. If you didn’t already know, pronation is the rolling motion the foot makes when it lands on a surface; from the outside of the heel rolling inwards to be flat on the ground.


(Taken from Asics)

Want more information on how to find out what type of foot you have? Click here to swot up on the ins-and-outs of choosing the right trainer for you!


Ladies Trainers

The Pink Pair

We love these fashion-forward bright pair of trainers! Ideal for neutral runners, these flashy colourful trainers have grooves from the heel to the toe for unbeatable flexability and a mesh upper for a sock-like fit . With a 12mm drop, and technology such as a ACTEVA® lite midsole for extra comfort and an EVA ((Ethyl Vinyl Acetate) sock-liner, this is a no-brainer! 


The Retro Runner

This combination of reds, blues and whites bring back memories of the late 80’s and early 90’s! Perfect for all levels of runner, the 680v2 is praised for being highly versatile. A mesh upper allows for maximum breathability.  Complete with an ABZORB® Crash Pad, 12mm drop and injection moulded EVA, this trainer caters to all!



Mens Trainers

The Neon Pair

This ultra-light neon pair are ideal for the daily runner. With technology such as a FantomFit upper for superior support and fit, REVlite® midsole foam and ABZORB® cushioning to safeguard against repeated shocks, this shoe has it all! Complete with a blown rubber forefoot and an 8 mm drop.


The Foot-Glove

These ultra-lightweight trainers are perfect for those who love the ‘barely there’ trainer. So flexible that they can be rolled into a ball, the Minimus Zero Trail trainers have 0mm drop, and can be worn sock less. Perfect for roads and light trails, these trainers have a super-breathable upper and roomy forefront meaning that feet stay cool and dry!



Have a peak at our other New Balance trainers right here on FYFO!


January’s Brand of the Month - New Balance!

Posted By: FYFO on 01 January 2015

January’s brand of the month has come a long way from its roots as an arch supports manufacturer in 1906 - they can now be found on the feet of Alexa Chung, and, most notably, Rihanna. Have you guessed what it is?

We are excited to announce that January’s brand of the month is….New Balance! Popular with the hipsters of recent years, New Balance trainers originate from Boston where William J. Riley, having spent time manufacturing arch supports, designed his first running shoe for the Boston Brown Bag Harriers Running Club! By the 1970s, New Balance had transformed itself into a successful shoe brand. The company are unique for their attempts to manufacture most of their stock in the USA or the UK, rather than abroad like most other companies.

The company now produce footwear and athletic clothing, and pride themselves on their dedication to provide goods to fit all widths and sizes - because “better fit produces better performance”. Popular with athletes, New Balance was the trainer of choice for gold medalists Sebi and Rinny, winners of the Triathlon World Championships in Kona, 2014 - proving their worth as a reliable sportswear brand!


Loved for their simple design, New Balance are currently having their 15-minutes of fashion fame! Spotted on celebs and young trendy bloggers, this retro looking trainer looks uber-sleek with a pair of dark skinnies and a long cosy coat.




Have you made your New Years Resolution yet? It’s not too late! Grab yourselves a pair of New Balance trainers from FYFO and get running in 2015!

Click here to browse our range of New Balance trainers

Post-Christmas Blues

Posted By: FYFO on 30 December 2014


It’s over! Christmas 2014 has been and gone, and has left us feeling a little softer round the edges…We’ve chomped on chocolates, ravished the roasties, and tucked into turkey for three days solid, all topped off with a generous nightcap whilst we dozed in front of Strictly Come Dancing Christmas Special. 

We don’t regret over-doing the festivities this year, how could you feel guilty when it all tastes so good? But it’s time to burn off some of those mince pies! According to the The Association of UK Dietitians, the average person in the UK may consume around 6,000 calories on Christmas Day alone - and the average Brit will gain up to half a stone over the festive period. With most Christmas dinners nearing 956 calories and containing 48g of fat, it’s no wonder that here at FYFO we are feeling a little bit bloated. We are hitting the gym!


We’ve put together a selection of post-Christmas work-out footwear to get you off to a good start in the new year…


Ladies New Balance Trainers

Hit the treadmill with these eye-catching trainers. With a great brand such as New Balance you cannot go wrong - snap them up fast as these shoes come in at only £39.99, what a bargain!





Ladies Skechers Shape-up Strength Trainers

Minimal effort toning - pop these chunky trainers on and feel the difference in no time. Not only do they tone whilst you walk, they also improve posture, circulation and strengthen back and abdominal muscles. All without hitting the gym - count us in!



Men’s Hi-Tec Jura Walking, Hiking and Trail Boot

100% leather, 100% waterproof, these hiking boots are perfect for long winter walks in the British countryside! With thick Vibram soles which will last for many Christmases to come, these Hi-Tec boots are worth every penny.

Top Pairs of Heelys for Boys and Girls

Posted By: FYFO on 16 December 2014


Christmas is just around the corner. And if you are searching for that final present for the little ones to finish off your Christmas shopping look no further. We here at FYFO have the perfect suggestion…Heelys!

Don’t worry, we have it all sussed out! We have compiled a Heely style guide for those youngsters who are fashion forward…


(Clockwise starting with the top left)


The Blingy Pair

Save these ones for special occasions Smarten up your look with a shimmery dazzle by grabbing yourself a pair of the Flash Chrome Boots in either gold or silver

The Punky Pair

Got more of a rocker vibe? Then grab a pair of the graffiti covered sneaker-style Heelys Veloz Boots in black and pink or Heelys Hustle 2.0 in black and white. Team with a pair of skinny jeans and your fave band tee.

The Double Wheel Pair

Did you know that many Heelys come with two heels instead of the standard one heel? We like these casual converse style Heelys - the Jazzy Skate Shoe in black, and the Pure Sports Trainer in pink - which both have double-wheels. Double the power!

The Sporty Pair

Think you are more of a sporty soul? Then go for the Race Sports Trainer - a running shoe with a hidden function. Or perhaps the Propel 2.0 Sports Trainer - a skate-style shoe with...you guessed it, heels in the wheels.



The people at Heelys don’t just provide the shoes - their website is full of how-to-heely guides, including a whole YouTube channel devoted to teaching fans of Heelys how to make the most out of their shoes!.

Even the famous and fabulous love Heelys. Check out Jacob Latimore’s new vid for his single Heartbreak Heard Around the World, ft. T- Pain. Spot the Heelys…







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