fitfit Launches Summer Collection Combining Walkability and Beauty, Plus Its First Functional Bag

“On the days you want to dress up, your feet should feel comfortable.” As the season brings more chances to go out, including the rainy season, extreme heat, travel, and visits home, many women experience foot-related stress such as blisters, fatigue from long walks, sandals that are hard to walk in, and sudden rain. fitfit Inc., which plans, manufactures, and sells women’s shoes, is launching a new summer collection under the theme “Bring hard-working feet to zero stress.” The collection balances ease of walking with beauty. The lineup includes shoes designed to feel like sneakers despite being loafers, heel sandals made for walking, and footbed sandals that can be slipped on quickly, all aimed at making summer outings more comfortable. The brand is also introducing its first bag, the Water-Repellent Fit Baguette Bag. This new category pursues the kind of functionality fitfit is known for: features that support women’s everyday lives. Designed around the theme of making days spent walking more comfortable, the bag is lightweight, water-repellent, offers multiple storage compartments, and has a 3-way design suitable for daily use and travel. It will be sold exclusively at 11 stores nationwide in Japan, where fitfit aims to develop it as a new brand value through direct contact with customers. ■ Declaration to Eliminate Shoe Blisters Sneaker-Level Comfort | Water-Repellent Soft Stretch Loafer 801 Available now on the online store and at stores nationwide in Japan. New colors will go on sale from May 25, 2026. New colors are being added to fitfit’s highly popular loafer, designed to deliver sneaker-like comfort despite being a loafer. Its original 3-in-1 sole with built-in cushioning and a heel-hugging structure help reduce fatigue and prevent blisters even during long walks. The water-repellent finish makes it useful for commuting, business trips, and rainy forecasts. ■ Not Just Beautiful Walkable Heel Sandal | Banana Heel Jute Mule Available from May 25, 2026, on the online store and at stores nationwide in Japan. A wide block heel and a design that places the center of gravity on the heel create a comfortable fit that makes the heel height feel less noticeable, even for those who are not used to heels. Glossy jute material adds an elegant, relaxed feel to summer outfits. ■ Easy to Slip On, Still Stylish Footbed Sandal Highlighted by Glossy Jute | Jute Footbed Sandal 940 Available now on the online store and at stores nationwide in Japan. This sandal combines the ease of slipping it on while standing with fitfit’s signature walkability. With an open feel around the toes and a cushioned sole, it is recommended for travel, quick outings, city walks, summer leisure, and visits home. ■ A Brand First: Functional Beauty in fitfit Style Multifunctional Bag | Water-Repellent Fit Baguette Bag Available from May 28, 2026, exclusively at 11 stores nationwide in Japan. As a shoe brand, fitfit set out to create a bag that makes days spent walking more comfortable. This lightweight bag features a water-repellent finish and five pockets for strong storage capacity. It can be used three ways: as a shoulder bag, crossbody bag, or handbag. Designed to let users move lightly with a hands-free feel, it is suitable for everything from daily use to travel. Its rounded form and refined metal parts create a design that adult women can carry easily. By offering it exclusively at 11 stores nationwide, fitfit will make a new proposal unique to the brand through direct customer contact. The bag comes in four colors, has a large-capacity five-pocket design, includes the brand name inside, and features water-repellent processing for reassurance against dirt and rain. 【About fitfit】 fitfit designs shoes based on the structure of the foot. Its design philosophy uses the outer arch to absorb impact and support natural weight transfer. In addition, about one-third of staff at fitfit stores nationwide in Japan hold shoe fitter qualifications and provide professional fitting adjustments. fitfit offers fitting services tailored to customers’ feet not only at the time of purchase, but also after purchase. fitfit has also attracted attention on Instagram with posts focused on walkability. Its Reel video for the Water-Repellent Hands-Free Sneaker 651 has surpassed 3 million views.