[Edaily Reporter Kyung-young Kyung] #Fitflop, a shoe brand operated by Samsung C&T’s Fashion Division, announced on the 11th that it will operate an experiential pop-up store called “0 STEP” at “Stage 35 Seongsu” in Seongdong-gu, Seoul.

Launched in the UK in 2007, Fitflop is a wellness footwear brand that combines biomechanics-based innovative technology with modern design to offer comfort and style. Since September of last year, Samsung C&T Fashion Division has been exclusively managing the brand’s domestic operations.

Reflecting the wellness trend and customer demand for experiential consumption, FitFlop proposes a new lifestyle through its pop-up store. "ZeroStep" is a portmanteau of "0" (zero), meaning reduced stress on the feet, and "step," signifying moving forward healthily while wearing Fitflop shoes. The name conveys the concept that the pop-up store is a space where visitors can relieve daily fatigue and restore their energy.

On the first floor of the pop-up store, designed as a “DIY Experience Zone,” visitors can try on FitFlop’s main products and personally experience the brand’s core technologies: lightweight comfort and exceptional wearability. Customers who purchase FitFlop products worth 100,000 won or more can also create their own DIY anklets.

The product zone on the second floor of the pop-up store features FitFlop’s best-selling items—such as the “iQushion,” “Solay,” and “Gracie”—along with new products for the 2026 summer season. Notably, the iQushion will make its offline debut at this pop-up store. Visitors can also check out the “Fitflop x Keith Haring Special Edition,” created in collaboration with artist Keith Haring. The pop-up store will be open until August 16.

Fitflop’s new summer season products and special editions will be available not only at the Seongsu pop-up store but also at Fitflop stores nationwide and on SSF Shop, the online shopping platform of Samsung C&T Fashion Division.

Lee Mu-young, Executive Director of Samsung C&T Fashion Division, stated, “This pop-up store was designed to combine Fitflop’s brand philosophy of pursuing a healthy balance with customer demand for a new wellness lifestyle.” He added, “Moving forward, Fitflop plans to continue expanding its differentiated brand experiences across various customer touchpoints as a wellness footwear brand.”