At FLY London the brief to the designers is unusual in its absence of limitations. There is no overbearing management style during the design process, no stifling meetings with corporate jingoistic language, instead there is a joyful and instinctive creative period that translates itself to the product. There is no seasonal theme but an understanding by everyone involved of what FLY London stands for. This leads to a brilliantly varied range which is also cohesive in that it adheres to the Fly London ethos of 'always progressive never conventional. We have created an upbeat joyous collection full of colour, innovation and humour! Our feet are planted firmly in fashion whilst our heads have dreamt of the new and what is the result? A refreshingly balanced collection, different from the rest of the high street, having all and no trend at all, letting creativity do its work, following the motto again: always progressive, never conventional We aim to please FLY Londons fans with chic and comfort; quirky uppers, dinky rounded toe shapes, androgynous styles, iconic uppers, tottering platforms, retro toe shapes, curvy stacked heels... We at FLY London have enjoyed going where the inspiration has taken us; we like the results and hope that you do too.
• Flexible sole