Targeted at the global fashion market, FLY London footwear is uncompromising in its styling and design. From the very beginning FLY s design philosophy has been to create original fashion shoes using traditional construction techniques in an unexpected way. FLY's continuing aim is to create a global fashion brand available in leading fashion outlets worldwide. The sole designs, constructions and uppers, help keep FLY at the forefront of fashion. An aim in FLY lines is to attain modern, eclectic, but timeless style, not strongly linked to a particular season or trend. As following fashion takes on a light of superficiality, the influence is more on an individual research of details from different sources creating a stronger identity.