OOFOS and Always Do What You Should Do join forces on limited-edition collection
OOFOS, the recovery footwear brand known for its proprietary OOfoam™ technology, and London lifestyle label Always Do What You Should Do have joined forces to reimagine the iconic OOFOS OOriginal sandal in a limited-edition collaboration that brings together OOFOS recovery expertise and Always’ distinctive surf and skate heritage.
The result is a fresh take on the OOFOS signature flip flop, the silhouette that helped define the recovery footwear category. Combining Always’ feel-good messaging and beach-to-street aesthetic with OOFOS recovery technology, the collaboration is designed for those moments when the activity is over, but the day isn’t.
THE OOFOS x Always OOriginal Sport Sandal
The OOFOS x Always OOriginal Sport Sandal (£65) combines OOFOS’ proprietary OOfoam™ technology with a design inspired by the Blue Devil fish, a slow-moving reef fish native to southern Australia. Built for post-surf, post-skate or wherever the day takes you, the collaboration brings recovery technology to a silhouette that has become an icon of OOFOS. The collection will be available in Men’s and Women’s sizing UK size 4-11.
THE UPDATES
The upper features a pattern taken from the Blue Devil fish, known for its deep navy body and bright blue spotting. The markings are applied to OOFOS’ OOriginal thong, creating a design that brings Always’ beach-to-street aesthetic to the classic silhouette.
Underneath, the collaboration features OOFOS’ proprietary OOfoam™ technology, a closed-cell recovery foam that absorbs 37% more impact than standard athletic foams. Lightweight, machine washable and naturally odor-resistant, the OOriginal is designed to help reduce stress on the feet, knees and lower back after activity.
THE LAUNCH
To mark the release an official launch party will be held at the at Victoria Wharf Studio, London on the 2nd of October.
The OOFOS x Always OOriginal Sport Sandall will be available with shipping to the UK from the 2nd of October via alwaysdowhatyoushoulddo.com and select UK stores including Dover Street Market and SLAM City in London and Note Shop in Manchester. Inventory is very limited, so the collection is expected to sell out.
For more information, contact oofos@aspirepr.co.uk
About OOFOS
OOFOS is a global footwear brand built on the science of recovery and designed for everyday movement. Powered by proprietary OOfoam™ technology, OOFOS footwear absorbs 37% more impact than traditional footwear to reduce stress on the body and support comfort throughout the day. Trusted by athletes and wellness professionals, OOFOS creates versatile styles that move effortlessly from active recovery to daily life. From intentional moments of rest to all-day wear, OOFOS helps people feel good with every step. Learn more at www.oofos.com.
ABOUT ALWAYS
Always Do What You Should Do is a London label founded by Nick Mason. Having grown up in New Zealand surfing and skating, Mason brought that beach sensibility to London, starting the brand from a shared bedroom in East London while working in surf, skate and concept stores in Soho. Feel-good messaging sits at the centre of everything it does, and the brand has grown from a run of screen-printed tees to collaborations with Patagonia and Carhartt.
