Local Charity Fashion Show raises over £3000 for Break in Norfolk

Posted By: FYFO on 15 June 2015

Supporting local fashion businesses and charities are two very important things for us here at FYFO. So when we heard The Cottage Hair and Beauty Salon were running a charity fashion show displaying fashions from the best boutiques in Norwich we had to attend!  The event, which took months of planning, was held at Norwich High School for Girls and showcased the strong range of well-known and unique brands stocked by local boutiques such as Ginger, Hatters, Aluna J and Prima Donna. Presented by Susie Fowler-Watt from BBC’s Look East, the evening also involved a charity auction and raffle as well as a talk from a representative from Break charity.


The evening began with summer styles from Aluna J, a recently opened independent boutique who stock brands exclusive to Norfolk, such as Geisha, Smashed Lemon, Uhdahl and Ashiana. Print was key for Alunla J, with bright floral bodycon dresses, snakeskin jumpsuits and leopard clutch bags. They definitely showed us that you could achieve individual style at extremely low price points. We might have to take a trip to the Royal Arcade in Norwich to get our hands on some of these incredible local brands! 



Next came the boys from Hatters, launched all the way back in 1971 Hatters has grown from strength to strength in Norwich, giving the local people a wide range of contemporary brands. Showcasing a casual collection first, themes included nautical, sports luxe, preppy and even tropical vibes. There was definitely something there to take the fancy of any fashion conscious man, no matter how picky your style maybe!



If you are after understated class, look no further than Ginger. Born out of Hatters, this womenswear boutique stocks the best designer fashion in Norwich with both well-known and up and coming brands. Our personal favourite was the monochrome plaid suit, a must-have relaxed work look that we were lusting over all night!



Finishing the first half of the show was Catfish displaying a range of unique designer items that would be difficult to find anywhere else in Norwich! From Vivienne Westwood to Fred Perry, Catfish have got your entire designer needs covered. The neon orange maxi dress was the stand-out piece for us, ideal for any summer getaway! 



Then came an inspiring talk from Break, reminding us all of the importance of the work they do in our area. Not only do they provide children’s’ homes for looked after children in East Anglia, they also continue to support young people as they move into adulthood through the Moving On Team. Their services are an imperative part of our community and vital help to many local children in need. Their current project is an interactive arts sculpture trail bringing 84 large and 100 small dragons to the streets of Norwich. Each dragon is sponsored by a local business, trust or group and will then be auctioned off to raise money for Break. The dragons have been painted by many local artists, one of whom was at the Charity Fashion Show where her dragon was revealed.



The second half began with another offering from Ginger and Hatters, this time showcasing their more formal attire. Both boutiques are known for their extensive formal collections, including many top designer names such as Armani, Paul Smith and Diane von Furstenberg.  Ginger bought pops of colour with an extremely on trend striped fit and flare dress and a poppy printed spring coat. The Hatters models were very suave and broke tradition by gracing the catwalks with array of coloured suits.



Continuing with the formal theme, the next selection came from Prima Donna Bridal, a mother and daughter run business with one of the largest bridal showrooms in Norwich. They showed off an impressive collection with pieces suitable for all types of formal occasion. Our particular favourite was a stunning red lace dress with an open back and crystal embellishment. 



The finale of the show was definitely worth waiting for. Organisers of the event, The Cottage Hair and Beauty showcased the incredible talent of their stylists with a tribute to the hairstyles of the 1920’s-1990’s. They took us through the decades, letting us relive the iconic hairstyles of those eras. It was definitely a fitting end to a fantastic night of fashion, beauty and charity!



As the night drew to a close it was revealed that over £3000 had been raised for Break. We hope the success of the event and the money raised will help improve the lives of many children in our area as well as create awareness of the amazing local fashion businesses we have here in Norwich. We look forward to the next event!

A night of fun and footwear at the Drapers Footwear Awards 2015

Posted By: FYFO on 10 June 2015

Miss Shoes, FYFO's parent company, were extremely honoured to be a finalist for the best Footwear Pure-play/Multichannel Retailer at this year’s Drapers Footwear Awards. We may have not won in our category, however Schuh were well-deserved winners and that didn’t stop us from enjoying an evening of shoes, wine and fine food!

The black-tie awards were held in the Pavilion at the Tower of London on Thursday 4th June with all the major footwear players attending. The evening began with a drinks reception on the grounds of the Tower where guests were treated to champagne in the sun, allowed to mingle and secretly check out who was wearing the best shoes! The party then moved inside where a 3-course meal was served to over 50 tables of finalists, esteemed judges and footwear royalty. The menu included smoked duck, sautéed monkfish and a strawberry tart with tonka bean ice cream (which was our personal favourite!). 


The Miss Shoes/FYFO team at the awards


With the wine still flowing so came the main event, the prestigious awards! Presenting was the hilarious and charming Matt Richardson along with Drapers editorial director Eric Musgrave.  It was hard-fought in all categories, with the best of the best competing for the renowned accolade of winner of a Drapers Footwear Award.

We have to give a special mention to Skechers, a brand we’re proud to stock at FYFO, who won Mainstream Women’s Footwear Brand of the Year. Skechers have had a strong year, especially in the women’s footwear market so the award was well earned. You can shop our range of Skechers here: https://fyfo.co.uk/Store/Brand-skechers/


Skechers with Eric Musgrave and Matt Richardson


Other highlights included Kickers, another of our stocked brands, winning Kids Brand of the Year and Don McCarthy giving a very inspiring speech after he collected his Lifetime Achievement award. After spending 35 years moulding the footwear industry, he is mostly recently known for his triumphs at the helm of House of Fraser. McCarthy explained that he was ‘really honoured and pleased’ to receive the award, although he said he felt ‘a bit young to be thinking about a lifetime achievement award!' For our full range of Kickers, click here: https://fyfo.co.uk/Store/Brand-kickers/


Eric Musgrave, Don McCarthy and Matt Richardson 


With the awards all wrapped up, the after party began! Drapers definitely know how to throw a good party, with a photo booth, Pimms stand and DJ. The people of the footwear industry took full advantage and proved that we know how to let our hair down! Overall, it was an exciting and motivating experience for everyone at Miss Shoes/FYFO and certainly one we won’t forget! We ended the evening by dancing the night away on the twinkling dance floor. Let’s just say, our feet were hurting the next morning!

Hey Dude – June’s Brand of the Month!

Posted By: FYFO on 08 June 2015

Hey Dude maybe a fairly new footwear brand, but they are definitely ones to watch! Created in the late noughties from Florence in Italy, the Hey Dude brand revolves around comfort and simplicity. Their strong ethos and commitment to innovation had led to them providing a unique product in such a saturated market carving a new category of comfort footwear. With patented EVA soles on every shoe and a memory foam leather insole that moulds to your foot to produce the funkiest, comfiest shoes straight out of the box. 


Many footwear brands try to redesign classics, updating them with fancy embellishments or extra details. But Hey Dude keep it simple, with no fuss. They focus on adding extra value to classic shoes by cutting out the heavy and stiff elements, replacing them with lightweight and durable materials that will make you wonder how you ever lived without them!

Their passion for the environment and outdoor lifestyle shines through in all areas of their business, especially their footwear recycling scheme, which involves asking customers to send back their used or unwanted Dude shoes which are then recycled or given to charity. They even offset the CO2 for the return of the shoes by tree planting! The shoes themselves reflect their environmental ethics too, giving their fans a shoe that is perfect to relax & recover in after they’ve spent the day enjoying outdoor pursuits in more specialist footwear. 



Not ones to follow suit, it isn’t surprising that Hey Dude embody original design, standing out from the competition and providing multi purpose footwear that you can wear again and again. So our advice to you is whether you‘re relaxing at the beach, partying at a festival or just chilling outdoors this summer, Hey Dude shoes are a purchase you’ll never regret! You can shop our full range on FYFO here.

Local footwear business Miss Shoes will rival industry giants at Draper’s Footwear Awards 2015

Posted By: FYFO on 29 May 2015

Miss Shoes Ltd, an online footwear and fashion retailer based in Norwich, are pleased to announce that they have been nominated for a Draper’s Footwear Award 2015. This is a fantastic achievement for a growing family business that is up against retail heavyweights such as New Look and Schuh for the Footwear Pure-Play/Multichannel Retailer of the Year award. The black-tie awards ceremony is being held at the historic Tower of London on Thursday 4th June and Miss Shoes are hoping luck is on their side.



The Draper’s Footwear Awards celebrates the finest of footwear retailing talent, praising the innovation, creativity and success of these companies. What makes this award ceremony stand out is that it doesn’t just only recognise the big high street players, it acknowledges the achievements of new designers, small independent stores and growing footwear brands alike. This has enabled Miss Shoes to be rewarded with a nomination for their many accomplishments, which is exciting for both its founders and the staff. On the nomination director and co-founder Monica Lott said ‘The nomination to be a finalist in the Pure Play/ Multi Channel Retailer of the Year at the Draper’s Footwear Awards is a recognition of our team's effort over last 7 years. There are lots of challenges and massive chances ahead and we will try our best to continue to provide the best service to all our customers.’



About Miss Shoes: Miss Shoes was founded by Monica and Martin Lott through Monica’s typical female love of shoes, and started life as a small eBay shop. Director and co-founder Martin Lott explains that they ‘...started the company by accident when Monica had about 100 new shoes to sell that she had bought from a wholesaler in Norwich. We put the shoes online, before most high street retailers had a strong online presence, and found they sold well.’ Since then it has expanded into one of the largest online footwear shops on both eBay and Amazon, selling a strong range of brands worldwide. This success resulted in the launch of FYFO (Fuel Your Fashion Online) (www.fyfo.co.uk), an ever evolving website stocking both well-known and up and coming brands, and giving customers an enjoyable and easy shopping experience. Today, they have grown to a team of 20, all based in the fine city of Norwich.


Radio 1’s Big Weekend comes to Norwich and it doesn’t disappoint!

Posted By: FYFO on 26 May 2015

When we heard Radio 1’s Big Weekend was coming to Norwich, to say we were excited is an understatement! With FYFO being based in Norwich it was the perfect opportunity to start our festival coverage somewhere local. The Big Weekend is known for bringing together the biggest artists of all genres for one amazing weekend of music. And this year Radio 1 gave us a great mix of worldwide stars and home-grown British talent on 3 stages in Norwich’s Earlham Park. There were strong sets from Taylor Swift, the Foo Fighters, Florence and The Machine and Clean Bandit on the main stage and equally as incredible music on the New Music We Trust stage from the likes of Lethal Bizzle, Hozier and Sigma. However, of course we couldn’t help checking out the festival fashion that was on show from the artists and celebrities at the event. We’ve put together our top 5 looks from the weekend to help inspire your festival fashion this season.


  1. Rita Ora


​Our number 1 spot goes to Rita Ora for her amazing embellished leather ensemble. Embellishment is huge this spring/summer and can be incorporated into festival outfits in so many ways. Rita has perfectly combined oversized studs with applique detailing to create a stand out look that will definitely get you noticed in the crowds. 


  1. Charlie XCX


It’s a well-known fashion fact that animal print is a must in any summer wardrobe and Charlie XCX certainly proved this! Her zebra print co-ord was festival fashion at its finest being both fun and bang on trend. She completed her look with a pop of pink on her lips and some strappy black sandals. A deserving number 2 look!


  1. Fearne Cotton


Fearne Cotton has always been a style icon and she definitely retained that title at the Big Weekend. Despite being well into her pregnancy Fearne showed us all that maternity festival style doesn’t have to be boring. Like Rita Ora she tapped into the embellishment trend with a studded cropped jacket but created a more relaxed vibe by pairing it with a red plaid shirt. We love that she effortlessly combined these 2 different styles into a comfy yet chic look.


  1. Florence Welch


Another woman that is always top of the style stakes is Florence Welch. Never conforming to typical trends Florence opted for a full white suit with a sheer blouse underneath, keeping it clean and minimalist. Recently suffering from a broken foot and unable to perform standing she sang her full set sitting down, making it purely about the music and this outfit was a seamless match to that. White is a popular colourway this season and is ideal for adding that freshness to your festival look.


  1. Snoop Dogg


We couldn’t resist putting the one and only Snoop Dogg in our top 5, who surprised and delighted all Norwich locals (including us!) by wearing a Norwich City shirt. This may not be the most fashion-forward of festival looks but he certainly knew how to please the crowd!


If you’re looking for further guidance on what footwear to wear this festival season, we’ve got a selection of our FYFO favourites on our site, you can shop them here.

Step into Summer with May's Brand of the Month - Havaianas!

Posted By: FYFO on 11 May 2015

The flip flop is the iconic summer shoe. Whether you’re on holiday, at the beach, by the pool or even just in the garden, the flip flop is an essential for those lazy summer days. However, with so much choice on the high street and online it can be tough to find the perfect flip flop. This is why many people have turned to Havaianas for the answer! The rise of Havaianas can largely be put down to the exceptional product they provide for their customer. The brand is unique in many ways; they combine trend-led design and comfort with a Brazilian flare, creating something that is proving to be hard to rival in the current market. But what is Havaianas’ story?

Havaianas was born in 1962. Inspiration came from a Japanese sandal called the Zori, made from fabric straps with rice soles. This inspiration is reflected even up to the present day, with all Havaianas footwear having a textured, rice patterned sole.

‘Havaianas – the real ones’ became their slogan in the 1970’s. This slogan came about due to the large number of companies trying to copy the famous Havaianas design but were unable to match the quality, performance and durability of a pair of true Havaianas.

For the 1998 world cup, Havaianas created a design that became the most sought-after flip flop around the world. By placing a small Brazilian flag on the strap this style not only became the pride of most Brazilians but it also became one of their most loved flip flops that continues in popularity today.

Perhaps the stand out features of a Havaianas flip flop are its colour and print. Havaianas continue to launch new colourways, develop new prints and even create new styles such as Havaianas Baby and Havaianas Slim.

FACT: Havaianas do not like waste! They reuse 90% of all their leftovers.

FACT: The name Havaianas actually means Hawaii in English, not Brazil! This is because when Havaianas was born the most desired holiday destination was the fun and upbeat island of Hawaii.

FACT: 184 million pairs were sold last year, that’s 6 pairs per second! To this day over 3 billion pairs have been sold, if lined up they would go around the earth 40 times. Out of every 100 Brazilians, 94 has owned or do own a pair of Havaianas proving there are a staple in every Brazilian’s wardrobe!

FACT: A pair of Havaianas is said to last you 1.61 thousand miles. That’s a lot of walking!

Now in over 60 countries worldwide, it is fair to say Havaianas have the recipe for success. They stay true to their Brazilian heritage with their footwear embodying Brazilian culture, energy and lifestyle. This is why we love Havaianas here at FYFO and we have a fantastic range of rainbow coloured styles for you to choose from online https://fyfo.co.uk/Store/Brand-havaianas/. Or you can check out our top picks below to get your summer style on point this season!

H.Brasil Logo in green

This is the iconic Havaianas flip flop! With traditional Brazilian colours and even the Brazilian logo on the strap, you will truly represent Brazil and its distinctive style in these! Shop them here.

H.Hype in palm print

The ultimate, laid-back beach style! Ideal for all you surfers and sun worshippers! The monochrome palm tree print adds that cool, casual vibe to this design. Shop them here.

H.Ipe in pink hibiscus print

Floral is always top of the trend list every Spring/Summer season and Havaianas taps into this trend flawlessly! The hibiscus and bird print in soft pink and blue tones creates a stand-out, feminine style. Shop them here.

H.Slim in black

For all you colour-shy flip flop wearers Havaianas still has the perfect design for you! Refined and easy-to-wear the slim style is comfort at its best! In a classic black colourway this flip flop can be paired with almost anything and still look chic! Shop them here.

Dream Dresses and New Interpretations at Bridal Fashion Week 2015

Posted By: FYFO on 22 April 2015

There’s been an abundance of lace, tulle and chiffon at Bridal Fashion Week in New York and we certainly wish we were there to immerse ourselves in the fairy-tale atmosphere. But instead we have pulled together some of our favourite styles and trends and combined them with some fabulous FYFO footwear to help you re-create the looks!

The Trouser Suit

An androgynous twist on bridal wear seemed to be adopted by many designers including Carolina Herrera, Naeem Khan and Pamella Roland. Defying expectations, each designer made their own interpretation of the classic trouser suit, some opting for a cropped trouser, others went more daring with a flare. Either way, we are loving this super modern take on bridal fashion!

What would you pair with a traditional trouser suit? A timeless court shoe of course! This seemed to be most designer’s choice of footwear at Bridal Week and we have the perfect pair of Anne Michelle wedding court shoes if you fancy recreating this unusual bridal look.

Find these shoes here!


Nude Tones

Blush shades paraded down the catwalk at Jenny Packham and Reem Acra. Throwing classic white and cream out of the window designer weren’t afraid to add a hint more colour to their collections palette for Spring 16. Feathers and floral embellishments enhanced these neutral tones, proving that bridal wear can be unconventional and diverse.

Finish off this feminine look with these creamy nude Moda in Pelle pointed heels and add a touch of elegance and sophistication to your novel nude bridal outfit.

Get this style here!


Pearl and Crystal Embellishments

What girl doesn’t want sparkle and shine on her wedding day! Badgley Mischka, Ines de Santo and Monique-Lhuillier catered to this desire by giving us floaty and ladylike styles adorned with embellishments of crystals and pearls. Whether it be a crystal covered bodice or sheer pearl sleeves these dresses definitely didn’t disappoint! 

Special dresses require special shoes and if you are looking for diamanté encrusted footwear; we’ve certainly got it! These Anne Michelle platforms are ideal for completing that blinged-out bridal look.


Classic and Plain

If you’re looking for something more simple and chic then look no further! Carolina Herrera, Jenny Packham and Pamella Roland showed us that bridal wear can be understated and captivating at the same time. Timeless silhouettes and fabrics will always have a place in bridal fashion and designers have embraced this for Spring 16.


The Filippa Scott Rosie court shoe is the ultimate satin wedding shoe. Great for paring with a clean, white wedding gown!

Shop these shoes here!


Lingerie Inspired

Lace corsets and sheer panelling were seen all over the catwalks and Bridal Week, incorporating lingerie elements into classic shapes to create looks oozing with sensuality. The masters of this combination were Galia Lahav, Oscar de la Renta and Vera Wang showing the fashion world that bridal wear can be slightly riské and daring.


Lace will always remain a staple of bridal wear and these Anne Michelle lace peep toe shoes are essential for any bride who wants that lingerie inspired wedding outfit.

Want a New Pair of New Balance Sneakers?

Posted By: FYFO on 17 April 2015

We’ve teamed up with our friends at New Balance and are giving you the chance to win a pair of New Balance sneakers in our latest Facebook competition.

We want to know how you #useyourrun!  Entering is easy, all you need to do is upload a photo to our Facebook wall that highlights an element of your run.  This can be a scenic shot of where you run, to an amusing photo of what you wear to run in, or an interesting portrait of who you run with. 

The competition is open until Midnight April 30th so why not dig out your favourite picture of your run and enter now.

We’ll choose our favourite photo and the lucky winner can choose from our range of New Balance sneakers.



Good luck!


Click here to see competition terms and conditions:



New Balance



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…




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