Get summer ready with our brand of the month for May – Animal!

Posted By: FYFO on 13 May 2016

For May we’ve teamed up with surf and sportswear brand Animal once again to show you why they should be a feature in your spring/summer 16 wardrobe! This long-standing British brand provides you with all the apparel, footwear and accessories you need for an active, outdoor lifestyle. A leader in their sector, Animal are known for continually providing classic, wearable styles that reflect their heritage as well as current trends. Here are our top picks for the season!



Animal Hugo Board Shorts

If we were to think of a must-have purchase from Animal this summer it would have to be the Hugo board short. Versatile yet stylish this can be thrown on with a t-shirt and flip-flops for the beach or some skate shoes and vest top for a casual day out.  Made from a quick drying polyester/elastane fabric and with multiple pockets these shorts are also extremely functional.




Animal Polo Top

You can never go wrong with a classic polo top and for £24.99 this is a steal! If you’re after something a little understated but still on trend then this is definitely for you!




Animal Apostles Wallet

Everything you could want from a wallet! Made from 100% leather with an internal coin pocket, 8 individual card slots, note section and external keyring the Apostles wallet meets all your needs! Grab one while you can!



Animal Artic Angel Swimsuit

Our top trend for SS16 is vivid brights and this swimsuit couldn’t be more on trend! Whether your partying in the sun or relaxing on the beach this is sure to stand-out from the crowd. On top of the bold colour combination the macramé back gives this swimsuit that extra detailed edge.




Animal Kirsty Pumps

Denim has been all over the catwalks from SS16 and has even filtered down into footwear. The Kirsty pumps combine this trend with Animal’s unique styling to create a relaxed summer shoe that’s ideal for dressing up or down.





Make sure you keep an eye out for more coverage on Animal throughout the month plus an exclusive giveaway on our Facebook page that you don't want to miss out on!

New for SS16…

Posted By: FYFO on 04 May 2016

As you may have seen this season we have launched a range of exciting, fresh new brands for you to add to your wardrobe! From formal shoes manufactured in the UK to summer sandals designed in the Balearic Islands, our collection of new brands gives you everything you need to step up your summer shoe game! Find our guide to these must-have new brands below:


Pronounced Sol-ee-yas and meaning ‘sun islands’, Solillas was born to share love for the magical Balearic Islands; their character, creativity, and freespirit.

Their story began with the traditional Balearic avarca sandal. In 2009 Solillas founders Sarah Jayne and Jonnie set about bringing this traditional style back to
life with fresh, fun designs and vibrant, quality materials – but always staying true to the Island’s shoemaking heritage. Proudly, every pair are still handmade in their friends Carlos’ family factory in Menorca, using bespoke lasts to form the shape and then baking the shoes to give a very high quality finish and lasting shape. Inspired by the bohemian life of the Balearics, Solillas’ amazing creative teams in London and Ibiza drive their own trends, not afraid to experiment and take risks. In 2015 they were awarded the Drapers Footwear Award for Best New Business and were a finalist for Women’s Fashion Brand of the Year.




The county of Northamptonshire, England, has long been renowned for its boots and shoe making. In an attempt to impose some regularity of income, in 1881 five men living in village called Wollaston banded together to form a co-operative called the Northamptonshire Productive Society (NPS).

Ever since then footwear has been made at NPS with various different construction methods and in 1959 the first English pair of sample boots with air-cushioned soles was welted in the NPS factory for Dr Martens. For 35 years NPS produced Solovair (Sole-of-Air) boots and shoes under license, which were sold under the name “Dr Martens by Solovair”. Times change and NPS no longer produces boots and shoes under license, but patented the name Solovair in 1995. Their latest range of footwear not only maintains their original manufacturing quality, but their products have been enhanced with a new ‘Soft Suspension’ sole that improves the comfort and durability.




Strive’s goal is to provide you with stylish and supportive footwear for your lifestyle that help ease the daily aches and pains of common foot problems.

In 1980 Strive’s parent company LBG Medical Ltd became the first custom made foot orthotic laboratory in Europe. This revolutionary new concept soon captured the attention of healthcare practitioners all over the UK and Europe. More than 35 years and millions of custom made insoles later, LBG Medical Ltd are still the world’s leading foot heath care supplier to the medical market. Their passion has led to the development of Strive Footwear – an exciting and attractive brand of footwear, which incorporates all of their knowledge and experience as well as their unique BFT technology footbed – an ever present component in every single sandal and shoe they develop. BFT technology is the unique combination of a contoured footbed, patent pending dual density sole unit and a worldwide patented sole geometry which can help to reduce excessive pronation, align the body and by properly supporting the foot can save energy by reducing muscle fatigue.



Laura Vita

Laura Vita, since its establishment in 2004 in France, devoted itself to offer all modern women an alternative choice in shoes. Tired of the never-ending trends of black, white, beige colours, the brand decided to bring life and happiness in a unique way.

Quickly, Laura Vita has established itself with its eclectic style and the work given to comfort. Originality describes the best Laura Vita. The free spirited brand renews its entire collection every season, with more than a hundred colours created but only a few selected. Delicately applied on selected naturel leather, every colour reveals its own personality on their designs. This is why each pair of Laura Vita is unique. Inspired by nature, art, and also by the latest trends, their designs are slowly created and refined until they finally express their unique personality.



Lisa Kay

Step into the world of Lisa Kay London, a footwear haven for the fashionable woman who has discovered that great-looking shoes can feel fabulous too! Founded in 1982, Lisa Kay continues to provide customers with timeless elegance; born in the heart of London, they appreciate the varied lifestyle of the modern day woman and offer the perfect selection of shoes, boots and handbags for every occasion: from daytime loafers to high-heeled party shoes, they take you from day to night in effortless style, always providing the Perfect Fit.

Their handcrafted designs feature leathers sourced from the finest Italian tanneries, intricate attention to detail and signature finishing touches. Stocked in 200 shops across the UK and Europe this brand continues to grow from success to success.


Lemon Jelly - April’s Brand of the Month

Posted By: FYFO on 25 April 2016

This month we celebrate all things Lemon Jelly! This is a brand we’ve been crazy about for a while and we hope you’ll share our love for them too! Bold, vibrant and fun, Lemon Jelly inject joy into your wardrobe as well as a sweet scent. Perhaps most well-known for their Chelsea style ankle boots, this brand gives you styles that transcend seasons in a colour palette you’ll never get bored of. 



After 40 years in the footwear business, designing and producing injected soles for all around the world, Lemon Jelly decided it was time to sell the product of their imagination. They brainstormed and rummaged their feelings to collect the flavors, the colours and the shapes of the simplest pleasures in life. In the end they made shoes out of it. Shoes that smell like ‘a feast of ice cream, jelly beans, gummy bears and popsicles…They smell like Lemon Jelly.'



They then designed, developed and produced their footwear in Portugal, a country known for its high-tech footwear manufacturing. The brand has been going from strength to strength ever since. This season they have wowed with their capsule collection ‘Big Bang Badaboom’, full of exciting prints and vivid colours. This is available to shop on FYFO, alongside their main range of SS16 product. If you want to get your hands on a free pair then head to our Facebook page (FuelYourFashionOnline) to enter our exclusive competition! You won't want to miss out on this one!


El Naturalista - March's Brand of the Month

Posted By: FYFO on 10 March 2016

For March we welcome El Naturalista as our brand of the month and we couldn’t think of a more suitable brand to kick off the spring/summer season with! Innovative and unique in both design and culture, El Naturalista do things their own way, never straying from their ethical beliefs or compromising their sustainable values. 



El Naturalista’s affinity with nature is the grounding for all their products. Their design team always find inspiration from nature, whether that be from the Yugen of the Japanese Zen Garden, the Temples of Angkor in Cambodia or simply the ground we walk on. Each shoe is a puzzle of multiple pieces which are cut, sewn and assembled with the greatest precision. El Naturalista are committed to manual processes and superb finishing, giving their customers trust in the quality and craftsmanship of their footwear. 



As a quality guarantee for all their products, they manufacture 100% of their shoes in their three production sites, thus facilitating innovation in processes, a higher quality product and a better relationship with their suppliers. Their factories are in two locations with a deep-rooted shoemaking tradition: La Rioja in Spain and Tangier in Morocco. Geographically distant places that are united by a common purpose: leather goods. 

El Naturalista work with many types of leather, creating multiple finishes and tones to their products. But there is something they all have in common: they are high quality, natural leathers, and they are worked traditionally for a large part of the manufacturing process. The leather is worked manually. This is the secret of the unique finish of the products which has led to El Naturalista being recognised at world level. Additionally, all El Naturalista shoes have insoles that are made from recyclable materials and prolong the life of shoe whilst enhancing its comfort. 



The company was born with the aim of offering high quality products with social and environmental values. 12 years later they are making history in 45 countries worldwide. Since the first pair of El Naturalista shoes were sold the company has donated over 10,000 pairs of shoes and 800,000 Euros in cooperative projects and helping children. El Naturalista are more than just your average footwear manufacturer and this is why we are proud to have them in our brand portfolio.

If you like what you see and hear then shop of full range of El Naturalista shoes here! 

No more heel pain with Vionic!

Posted By: FYFO on 03 March 2016

Want to successfully alleviate heel pain? Look no further than Vionic – the only sandal brand proven to do so! A new peer-reviewed study is praising Vionic sandals for their ability to help alleviate heel pain, making them the first sandal brand with these confirmed benefits.



A 150-person study published by PLOS ONE targeted heel pain sufferers averaging over the age of 50. After a trial period of 12 weeks, results showed that respondents wearing the Vionic contoured sandal were 68% more likely to report improvement in symptoms when compared to those wearing flat flip flops. Results also showed that the contoured sandal provided comparable relief to the brand’s best-selling commercial orthotic inserts in alleviating heel pain.



“Often, patients suffering from chronic heel pain are told that traditional non-supportive sandals are not a suitable option because they can’t accommodate an orthotic insert, which is often prescribed to mitigate the effects of this condition,” said Tom McPoil, professor of physical therapy at Denver’s Regis University. “These findings are significant because healthcare professionals can have confidence in supporting a patient’s decision to wear contoured sandals or in-shoe orthoses as one of the first and simple strategies to manage their heel pain.”

And the best news is you can grab yourself a pair of Vionic shoes on FYFO right now! Click the link to shop! 


Source - Matt Vitone

FYFO’s Top 8 Shoes from LFW

Posted By: FYFO on 26 February 2016

We may have not been front row at London Fashion Week this season but that’s not stopped us from lusting over the AW16 designs from the runway. LFW is known for its innovative, quirky and fresh shows and this year was no different! Unusual and forward thinking designs graced the catwalks proving that London will always be dominant not only in the apparel sector but also in the footwear industry. Take a look at our top 8 shoes from LFW and discover what trends you will be buying into next season! 


8. JW Anderson



It was all about the scales at JW Anderson for AW16! Texture was key, squared-toe mules had multicolored scales with a slight metallic sheen. This wasn’t the only exciting shoe on the catwalk; Anderson’s interpretation on kitten heel booties combined a pointy silhouette with a translucent vamp embellished with silver and black crystals. Watch out for embellished heels for AW16, they are set to be one of the stand-out footwear trends of the season!


7. Charlotte Olympia




Charlotte Olympia’s designer Dellal is well known for her imaginative designs and for fall, she continues to push the envelope by focusing on her signature platforms in a bigger and bolder way. A croc-textured leather upper mixed with a pink glitter platform and Perspex heel was our favourite of Dellal’s offering. Combining 2 crucial styles for AW16 – the Mary Jane and platform heel this shoe is definitely one for the wishlist!


6. Topshop Unique




Inspiration for Topshop Unique’s AW16 collection came from “Tudor rebel” Anne Boelyn with footwear merging the historical with the modern. For example, the tradition Chelsea boot was given contemporary update with a pointed-toe and Perspex side panel. The stand-out shoe however was the Boelyn boot in rich goldenrod velvet, definitely an autumnal staple!


5. Alexander McQueen



It was a soft statement made at McQueen this season, giving us a well-needed break from the bolshie and bold designs seen on many of the catwalks at LFW this year. Sophisticated sandals had sewn-in ostrich feathers, adding that element of texture to a classic silhouette. Being a McQueen show of course there was a hint of punk too with embellished creepers but it was the feathered detailing that stole the show and is set to be another hot trend for AW16.


4. Mulberry



Last season’s chunky lug-soles made popular by Prada seemed to influence these the sizable platform heels and flatform oxfords seen at Mulberry this LFW. But a British twist and jumbo lacing merged with autumnal tones elevated this style to another level. Watch out for this filtering down to the high-street next season!


3. Sophia Webster



Sophia Webster showed a different side to her design skills for AW16, giving us a more grown-up, floral and feminine collection. Models were dressed haunting, creating an air of gothic romance. Webster mainly stuck to her steel stiletto, platform sandal, Mary Jane flat and peep-toe bootie lasts, but elevated her designs with stylish treatments such as paisley embroidery and embossed leathers. The multi-coloured floral bootie was one of her more intricate and show stopping styles. This change in direction for Webster was very well received and therefore deserving of a place in our top three. 


2. House of Holland 



Our must-have trend for AW16 footwear was perfectly interpreted at House of Holland. Patchwork platform boots with a 70’s vibe were given the House of Holland treatment with metallic and animal print finishes. If you invest in one trend for AW16 we suggest it’s this one!


1. Mary Katrantzou



Mary Katrantzou continues to go from strength to strength every season and for AW16 Katrantzou’s footwear remained true to her woman’s eclectic tastes and tendencies. Katrantzou took last fall’s platform Mary Janes (produced by Gianvito Rossi) and gave them a rockabilly update in cowgirl and animal prints. Multi-strap detailing and the mixture of neutrals with bold almost neon tones made a shoe that was not only creative but wearable too.


Ruby Shoo – February’s Brand of the Month

Posted By: FYFO on 09 February 2016

Spring is fast approaching and we’re ready to get out of our winter boots and wellies and put on something more fun, feminine and floral! With this in mind our choice for February’s brand of the month was a no-brainer! Ruby Shoo embody the notion of all things girly and gorgeous, creating footwear with an elegant vibe and vintage twist. They even design intricate bags to match perfectly with their shoes. What more could a girl want! 



Ruby Shoo was envisaged by their designer Samantha Lines in 2010 out of her love for footwear. Samantha can’t remember the exact time she became infatuated with shoes, but her mum remembers Samantha was borrowing her heels even before she could walk. Travelling with her family from a young age, Samantha was introduced to the bazaars and markets of various cultures. Collecting mementos became a hobby, and the Ruby Shoo archive of objects, fabrics and trinkets was born, which has inspired every collection.



The Ruby Shoo name was conceived in early 2010, becoming a reality later that year with the debut of the limited collection for Spring/Summer 2011. Successful presentations in Milan and Las Vegas saw Ruby Shoo's international presence expand. The collection expanded too, to include bridal shoes and in 2013 the first Ruby Shoo bag collection. Ruby Shoo has been recognised for its success with its first award nomination for Fashion Footwear Brand of the Year at the 2014 Footwear Industry Awards and Samantha Lines being shortlisted for Footwear Designer of the Year in the Drapers Awards. 



Today, Ruby Shoo are a small team based in north London, England, retaining that passion for creating shoes that put a smile on their customer’s faces. The brand has gone from strength to strength and is now in over 300 stores globally. In a very short time they have grown into a much loved and respected footwear brand that remains true to who they are, continually providing us with unique, innovative and quirky shoes and accessories. 



We will have an influx of new styles coming in over the next month so keep an eye out on the site and our social media. Or if you can’t wait, shop our current selection of Ruby Shoo here! 

T.U.K – January’s Brand of the Month

Posted By: FYFO on 21 January 2016

FYFO is all about giving our customers a wide range of choice, styles and brands in one place! We stock over 100 brands but nothing quite as unique as our choice for January’s brand of the month! T.U.K are far from your typical footwear brand, they aspire to be different, creating ranges of fashion-led shoes with a gritty edge. Classic elements such as brogue styling are given a vulcanised sole, while your traditional court shoe is given a make-over in the shape of a cat face. Never conforming but always evolving, T.U.K have become recognized worldwide for their creepers, even gaining celebrity fans such as Rihanna, Lady Gaga, Miley Cyrus and Katy Perry.




Born in England, raised San Diego and still based in California, T.U.K have combined British sensibilities with that southern California lifestyle to become the brand they are today. They took inspiration from the underground, creating footwear for music enthusiasts, punks, bands and individuals with diverse styles. Opening their first store in 1991 in in San Diego, T.U.K’s popularity quickly took off and soon enough the official T.U.K wholesale company began. They have been continually growing ever since, distributing internationally by 2003 and collaborating with some of the most renowned musicians around.



T.U.K are constantly innovating in terms of styling, detailing, colour palettes and materials used in their designs. Our favourites from this season collection include the classic monochrome Viva Mondo creeper and the Dragonscale Ankle Boot. This boot was chosen by our T.U.K Facebook competition winner, Arianwen Robertshaw, as her prize! We want to thank all that entered; we had a wonderful response, keep your eyes peeled for news of February’s brand of the month!






If you want to grab yourself a pair of T.U.K’s that what are you waiting for?! Click the link now to shop! 

Shoe Hack for Fresher Smelling Shoes

Posted By: FYFO on 17 December 2015

Want to know a cheap and easy way to freshen your shoes? This short video will show you how:

Perfect Party Shoes!

Posted By: FYFO on 11 December 2015

It’s that time of year again where suddenly we are invited to a whole host of Christmas and New Year’s party’s and our social calendar becomes full. The dilemma then arises as to what we are going to wear for all these events? We rifle through our wardrobes, our families wardrobes and even our friends but still there is not that perfect outfit that will steal the spotlight. But do not fear! If you have to come to the conclusion that new purchases are a must but do not want the hassle of pushing through the crowds of Christmas shoppers we have the solution! We all know that a lot of the time the shoes make the outfit and here at FYFO we have certainly got some statement party shoes that will do the trick! Take a look at some of our favourite styles below. Just click the link to shop!




Whether it’s a platform, block heel, peep toe or stiletto you desire, we promise you we have it all! In a variety of materials and finishes including suede, snakeskin, metallic or patent you won’t be disappointed! Shop our full range of party shoes from brands such as Ruby Shoo, Menbur, French Connection and Dolcis here.



Our top women’s heels for this Christmas season (left to right clockwise):


  • Blink 701755-a Court Shoes - £42.99 
  • Marco Tozzi 2-214405-36-202 Strappy Heels - £26.99 
  • Menbur 006342 Strappy Heels - £74.99 
  • Truffle Collection Vela 11 Lace Up Heels - £35.99 
  • Truffle Collection Rhona 1 Court Shoes - £25.99 
  • French Connection Nava Strappy Heels - £74.99 




Often men’s formal shoes can be a bit plain and uninspiring. If like us you prefer something with a bit more detail we have brogues, lace ups, slip on’s and Chelsea boots to suit any taste. And don’t worry, if you’re after something simpler we’ve got you covered too! Check out our full range of men’s formal shoes from brands such as Gant, Gucinari, Pikolinos, Frank Wright and many more here.



Our top men’s formal shoes for this Christmas season (left to right clockwise):


  • Frank Wright Woking II Lace Up shoes - £64.99 
  • Ikon Ritchie Brogues - £52.99 
  • Gucinari Rby-01 Brogues - £89.99 
  • Paulo Vandini Naver Brogues - £79.99 
  • Gant Herman Brogues - £129.99 
  • Gant Spencer Chelsea Boots - £104.99 

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