Become an urban explorer with Palladium, our brand of the month for October

Posted By: FYFO on 13 October 2016

As we settle into Autumn and the weather starts to take a turn for the worst our wardrobes need to be adapted. Out goes the summer sandals and lightweight trainers and in comes something more study and seasonally appropriate. The transition from summer to winter isn’t a simple time of year to put together outfits that are both stylish and functional. But our brand of the month for October have got you covered. Palladium introduces their AW16 Explorers range: 

Since its inception in 1920, exploration has defined Palladium. For AW16 the brand rewrites the exploration rulebook with the launch of its officially sponsored infantry of professional explorers, each supporting Palladium’s AW16 collection of Waterproof boots.



A first for Palladium, the Europe-wide explorer squad features a handpicked edit of Europe’s most esteemed exploration photographers working via Instagram. Team members include celebrated London urban explorer, Night Scape, Amsterdam’s Sizoo brothers and Berlin street photographer Willy Drlima.

Over the past six years, heritage boot brand Palladium has explored cities across the globe, delving deep into their urban subcultures. Connecting with global influencers including Pharrell Williams as well as scene-setting local creatives, Palladium has delivered powerful insights and storytelling chapters through its ongoing series of urban explorations. 



With this season’s wave of new professional collaborations, Palladium turns the page on an encyclopaedia of engaging new international explorations aimed to inspire and build a community for explorers around the world to share their imagery and stories.

With this new range Palladium helps combat unpredictable weather conditions with the launch of the Waterproof collection. Blending fashion with function, the Waterproof range employs a combination of premium oiled leathers, shearling linings, nylon mesh textiles and a fully waterproof construction developed to brave the rainiest of days.

The product featured in this campaign is the iconic Pampa Sport Cuff WPN that you can shop on FYFO here.


Strive – September’s Brand of the Month

Posted By: FYFO on 28 September 2016

September has been a busy month here at FYFO. We’ve had boxes upon boxes of new stock in and lots of new brands join the FYFO family. But this month we’ve been celebrating a very special and unique brand, one that aims to alleviate the long-standing problem of foot pain. Strive isn’t your standard comfort footwear company, it’s revolutionary, and we’re here to tell you why.

In 1980 Strive’s parent company LBG Medical Ltd became the first custom made foot orthotic laboratory in Europe manufacturing custom insoles. More than 35 years and millions of custom made insoles later, they are still the world’s leading foot heath care supplier to the medical market. Their mission has always been to ‘enable as many people as possible to enjoy superior foot care to improve their quality of life’. This passion has led to the development of Strive Footwear – an exciting and attractive brand of footwear, which incorporates all of our knowledge and experience gained over the past 35 years.



The secret to Strive’s success is in 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.

Their goal is to provide stylish supportive footwear for your lifestyle. Nowadays we walk mainly on hard unforgiving surfaces like pavements, concrete and wooden or tiled floor and thus are where our feet need a little help because the foot has to compensate in an unnatural position. These unnatural positions can cause all sorts of problems in your feet, legs, knees, hips and back. These unnatural positions are a major contributor to one of the most common foot problems – over pronation (excessive flattening arch). A chain reaction then occurs causing the leg to excessively rotate and putting forces onto the kneecap and back. 



Strive’s footwear is designed by a podiatrist and incorporates their unique Biomechanical Footbed Technology which correctly supports your feet in their optimum position. This helps to control excessive pronatory forces and naturally re-align your feet. It improves the transfer of weight from the rearfoot to forefoot whilst walking and absorbs harmful impact forces whilst increasing muscle efficiency. 

Their sandals were a sell out over the summer and now their Autumn/Winter range is selling quick too! They were also a hot with fashion bloggers, check out Cassie Fairy’s review on a pair of AW16 Strive shoes she was gifted by us. With trainers, mary janes and slip on loafers theirs a style for everyone. Shop now on FYFO!


Geox - August's Brand of the Month

Posted By: FYFO on 19 August 2016

Summer may be coming to an end, but we’re still getting some hot days here in the UK. That’s why we’re so happy that Geox is our brand of the month. Boots and trainers just aren’t cutting it, and our feet are longing for some comfy sandals and loafers that let them stay cool. 

The Italian company that bought us the famous “shoes that breathe” have been stepping up their game recently and producing some really on trend styles. While they’ve been a key player in the footwear game since 1995, they have been best known for their reliable leather footwear for children, and comfort footwear for the older generation. This is starting to change though – over the past few years, Geox has made a significant move towards seasonal trends and styles, bringing in pony hair, mixed prints, pastels and florals, all while sticking to their core values of using breathable and/or waterproof fabrics.  Long gone are the days of sensible and comfortable footwear looking boring. Geox are here to change the game, one cool, comfortable step at a time. 



This season, Geox brings us flatforms, leopard prints, mixed textures and patents. Though staying true to their traditional styles such as the loafer, they also produce ballerina flats with added comfort for some sole relaxation as well as a great range of men and childrens shoes. Our top pick for women is the “Darline” sandal. You may have seen this over our social media channels – we can’t get enough of it. The leopard, metallic pink and flatform sandal ticks so many boxes. We’re devasted there’s none in our size to try on and sneak out of the office.



For little ones, our top pick is something a bit fun. These “Ayko” trainers are the perfect pair for birthday parties where kids want to run around non-stop but still look party ready. These fun sneakers come in both silver and gold so they match any outfit! 


FYFO's Back to School Shoe Guide

Posted By: FYFO on 12 August 2016





Take a look at our Back to School top picks here!

Birkenstock - July's Brand of the Month

Posted By: FYFO on 15 July 2016

Summer is in full swing and this month we are featuring probably one of the most iconic sandals out there as our brand of the month. Birkenstock is a major global player in the footwear market; sold in some 90 countries it is one of the top 5 global footwear brands. With over two and a half centuries of experience, the company’s roots can be traced back to 1774. Founded in Germany and now their most well known shoe brand, Birkenstock stand for excellent comfort, high functionality and extraordinary quality. Their range has diversified dramatically – now including mules, trainers and boots as well as their classic sandal styles such as the Arizona and the Madrid. 



The heart of all models is the original Birkenstock footbed. The word "footbed" was first used by Birkenstock in the 1930s for anatomically shaped insoles that have special support characteristics. Unlike other orthopedic corrective and support inserts at the time, the original Birenstock footbed was envisioned in order to promote the maintenance of healthy feet. The footbed is a shock absorption system and an exercise machine at the same time! With its anatomical moldings, it supports and relieves pressure on your feet when you walk. At the same time, it exercises your leg muscles. This is made possible by the flexible cork and latex core, which is still the basis and reference point for all other model developments at Birkenstock.


Take a look at exactly how the footbed promotes healthy feet in the below diagram:


1. Footbed edge:

The high footbed edge protects the toes during the rolling motion of the foot.

2. Toe grip:

There are raised indentations at the front of the footbed near the toes. Thanks to the toe grip the toes remain loose and spread out in their natural position.

3. Cross arch support:

The support that runs through the middle of the footbed stabilizes the metatarsal bone. In this way, the transverse arch support helps ensure that the foot has a naturally straight and solid stance.

4. Suede lining:

The flexible suede lining, which is gentle on the skin, nestles up softly against your foot and adjusts to its contour. The open-pored and breathable surface helps ensure a comfortable foot climate, even during strenuous physical activity.

5. Inner and outer longitudinal-arch supports:

The arch supports that run alongside the sides of the footbed surround the tarsal bones inside and out. This gives the foot the stability it needs when it takes a step.

6. Deep heel cup:

The very deep molding in the heel area supports the foot tissue and holds the heel bone firmly in its natural position. This provides the foot with nearly as much support when it is in a sandal as when it is in a closed shoe.

7. Cork latex footbed:

The four integrated layers of the footbed are the secret behind the extraordinary comfort. The shock-absorbing and highly flexible cork and latex core supports and relieves pressure on feet. The natural material is heat- and cold-insulating and provides a good foot climate.



Birkenstock have been all over our social channels and website this month so if you’re looking for some Birkenstock inspo head there now. Or you can shop our full range of Birkenstocks on FYFO here 



Norwich Bloggers Networking Event

Posted By: FYFO on 13 July 2016

Another week, another bloggers’ event! Sunday saw us attending the Norwich Bloggers networking event at the Mash Tun in Norwich. We were thrilled to be invited and took a selection of our best summer shoes – we decided to choose nudes, floral, pink and boho styles to really get into the spirit of Spring/Summer.




The event itself was hosted by 3 actual bloggers; Courtney, Hannah and Justine. Having inside knowledge of blogger life and knowing what they would like to see at blogger events, they were able to put on an amazing event with plenty of beauty, fashion and lifestyle bloggers attending!



From the offset, the event location was fab. The Mash Tun has an upstairs area which is a huge open, light, airy room with a smaller adjoining alcove which is where beauty treatments took place. We had to have quite a big table for all the beautiful shoes we took, but the venue was definitely big enough for all of us which was great. Alongside us, Benefit, Jarrolds, Milk & Moss Coffee, Lisa Angel, White Rabbit gifts, Neals Yard, Exposed Nails and Arbonne Skincare all showed their goodies. Special mention to Milk & Moss for providing the tastiest vegan cupcakes we have ever had!





We love attending blogger events, especially those in our home town, as it lets us get out and show that even though we are an online only business, we are still real people who love fashion and meeting people! Big thankyou to all the girls who came, we can’t wait to read your posts about the day.

The shoes we took all went down a treat, with the Star Wars Irregular Choice making an excellent talking point again – Everybody loves them. A great vintage blogger, Kaycee of Kaycee Creates told us she loved the Ruby Shoo shoes and matching clutch we took, and Lucinda of BlushMeDo couldn’t get enough of the Solillas Piscina slingbacks. Just goes to show, no matter what your sense of style, we have something for everyone.


Summer Scoop Party - Bloggers Parlour

Posted By: FYFO on 04 July 2016

So, July is finally here! Which means that we are now officially in summer. If only the weather would get the memo…

On 30th June, we attended the Blogger’s Parlour “Summer Scoop” party to get us in the mood for summer and to meet some lovely bloggers! The event was held in Walsall just outside of Birmingham. We were a sponsor for the event so we took a selection of our best summer styles and made a display of them for the bloggers to have a look at. We thought it would be great for people to see the great brands we stock in person as we are an online business! There was also the opportunity to take some pictures of the shoes. We decided to take a variety of styles from brands such as Irregular Choice, Joules, Solillas, Birkenstock and Superga to name a few. The display looked really colourful and there were some gorgeous stand out prints from Solillas with the “Leopardo” style, and Laura Vita with the “Virus” heel! The brightly coloured styles we picked went well with the summer scoop theme and all the bloggers loved the shoes we had chosen. The Irregular Choice “Flamenco” style was a great talking point to get the conversation flowing! 



As well as FYFO, there were a few other brands sponsoring the event:
Monu – Beauty and Skincare products for sensitive, combination and oily skin.

Ross & Ross – Fine Foods and food gifts.

Duccio Knightsbridge – Real leather accessories and bags.

Ardell Lashes – High quality false eyelashes.

Maya – Natural Haircare products made from essential oils and extracts.

Each blogger received goodie bags as a gift for attending the event with samples and testers of products from the sponsors. We also got gifted a few to review which our girls were super excited about. A big perk of blogger events are definitely the freebies! One of our favourite gifts in the goody was the Maya hair sample. The cream is great for curly or straight hair to lock in moisture and stop frizz and dead ends. It contains Argan Oil – a necessity in any good hair care product and smells great.



There was also the chance for bloggers to win additional prizes by partaking in competitions run by some of the sponsors. A wig competition run by Maya, a flat lay competition run by Duccio, and our own competition! We decided to run a game where bloggers had to try and match the shoe style name with the correct shoe. The person with the most correct answers in the shortest amount of time won a pair of shoes from our display of their choosing! The winner of our competition was the lovely Bernadette - who selected a pair of leopard print Solillas as her prize. We can’t wait to see how she styles them.



The venue itself was decorated to fit the Summer Scoop theme and it looked great. There were balloons, bunting, and lots of goodies. A specific area was set out for vloggers to YouTube review their gift bags and do video competitions. There was also a huge table of donuts, cake, ice cream, sweets and drinks for attendees to indulge in.

As an online only company, it was great to be able to go out and actually show people our amazing products. I mean, who doesn’t love shoes? We will definitely be looking to attend more bloggers events in the future!


Summer Festival Guide

Posted By: FYFO on 27 June 2016

Festival season is upon us, and to help you out, we’ve devised a little festival footwear guide so you can have the trendiest feet in the field! Festivals are renowned for being muddy and dusty, so we’ve got all bases covered – for sunshine we recommend espadrilles, they’re lightweight so perfect for dancing, and fit with boho festival vibes, or for more urban music festivals, why not style a pair of trainers – comfy and trendy. When the weather is a little less than perfect, we’ve also got a fab selection of wellies and leather boots to keep your feet warm and dry and still in style.

Wireless  8-10th July
Trends: Urban, Metallics, Streetwear.
Wireless is renowned for being an urban music festival. It is based in Hyde Park in Central London. Acts usually include many rappers, hip hop and R’n’B artists. Style at the festival usually takes influence from streetwear, and hip hop culture. 



Our top picks for Wireless are:



S.Oliver 5-23634-26-010  trainers



Palladium Baggy Low Combat Boots




Slydes Chrome Sliders


Latitude  14-17th July
Trends: Boho, Nudes, Romantic.
Latitude is an indie music festival that is great for any age. It is based in Henham Park in Suffolk. Alongside muscians, there are also stages for comedy, theatre and caberet. Style at the festival is usually very individual and creative. With headdresses, floral garlands and fairy wings often featuring.



Our top picks for Latitude are: 



Solillas Cuero Sandals 




Vidorreta Tenerife Plimsolls 



LYDC Tan Tassel Rucksack


VFestival  20th-21st August
Trends: Florals, Denim, Girly
Vfestival is a pop music festival held in Chelmsford. Inspiration for festival style usually comes from high street trends, and is usually feminine and affordable.


Our top picks for Vfestival are:



Laura Vita Virus Sandal



Joules Molly Welly



Navy Superga Cotu


Reading  26-28th August
Trends: Leather, Grunge, 90s
Reading festival is traditionally a rock music festival, although there are some pop-punk artists there too. It tends to be quite muddy, so wellies are definitely recommended. Styles takes influence from rock culture and as a result tends to feature dark colours. 



Our top picks for Reading are:


TUK V8982 Ankle Boots



Bogs Winter Bloom Wellington Boots



Fly London Levi Mid Calf Boot


Bestival 8-11th September
Trends: Brights, Glitter, Embellishment
Bestival is a large festival based in the Isle of Wight. It is known for its crazy fashion, face paint, glitter and headdresses. Bestival festival goers have eclectic tastes and style.



Our top picks for Bestival are:


Lemon Jelly Sardenha Boots



Lisa Kay Espadrilles



Birkenstock Arizona Eva Sandals


Joules – June’s Brand of the Month!

Posted By: FYFO on 17 June 2016

A truly British company; Joules has fast become one of our best-loved lifestyle brands.  Combining outdoor living with style, distinctive hand drawn prints and quality materials Joules have created a signature look that is timeless and unique. Throughout June we have been celebrating this incredible brand by giving it pride of place as our brand of the month! 



Over 25 years ago Tom Joule found a niche in the market and began selling colour clothes at outdoor events across the country. Since then the demand for his vision grew and now Joules have 94 stores across the UK and Republic of Ireland and have even won prestigious awards such as ‘Fashion Retail Business of the Year’ at the 2015 Drapers Awards. Their core values of heritage, countryside, Britishness, family and fun still remain at the heart of the company and are reflected in every product they design from womenswear to home furnishings. 



If one product defines a brand then the British wellington boot is the one that does so for Joules. It is this range that we proudly stock here at FYFO and it continues to grow every season, incorporating new exclusive Joules prints and expanding the bold colour palette. A stand out feature of this range is the selection of lengths to suit all calf sizes allowing the customer to find a style that fulfils their needs.


The Wellibob

Versatility and style is what the Wellibob is all about! Ankle wellies have become such a big trend and Joules have some of the best designs on the market! Head to FYFO and get with the trend here!





Molly Mid Calf

The Molly is great for all calf sizes, allowing for comfort and ease of movement. Perfect to brighten up your festival style this season. Shop here!



Welliprint Knee High

A classic shape made contemporary with intricate prints and contrasting soles. With a vast selection of heritage prints there’s something for every taste! We’re loving this navy floral pattern, you can shop this on FYFO here!




Want to get your hands on a pair? This month we are giving you even more reason to invest in a pair of Joules wellies as the first 25 customers to purchase a Joules product on FYFO will receive a free Wensley scarf (pictured below) with their order! This beautiful scarf is lightweight and features an English heritage design; perfect for finishing off that casual summer outfit! Hurry before they all go! You can shop our full range of Joules wellingtons and bags here!


Don't forget to check out our SS16 lookbooks for all the style inspo you'll need this season!

Posted By: FYFO on 07 June 2016

Remember our SS16 lookbooks are now live! Follow the links to see our top picks for the season from brands such as Frank Wright, Gant, Birkenstock, Superga and many more! The lookbooks also feature our new own brand - Flair by FYFO - don't miss out on this exciting new collection designed right here in the UK!


Lifestyle Lookbook


Studio Lookbook

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