When we think about the latest “It” shoes, it’s usually something from this season’s runway shows: a sky-high heel, a glamorous boot or even a must-have sandal. So how did a sneaker brand crafted first and foremost for comfort and support become the darling of the fashion and Hollywood set?
The past few years, HOKA has been spotted on everyone from Gigi and Bella Hadid, Emily Ratajkowski, Britney Spears, Reese Witherspoon, Katie Holmes and Jennifer Garner — who rocked a pair while celebrating Pride in June 2022. They are favored by stylish fans around the world, and they are part of the daily uniform in fashion-forward cities like Los Angeles, Miami and New York City.
Just a few weeks ago, the on-again couple, Ali Wong and Bill Hader, were spotted wearing matching kicks from HOKAAnacapa Low GTX Sneakers in Tiger’s Eye/Black. Then, Blake Lively sported a pair of the HOKA Clifton L Suede sneaker in the Shortbread / Radiant Yellow colorway just a couple of weeks later while strolling around N.Y.C. Another street style sighting that happened in April 2023 was from Martin Scorcese, who wore a HOKAs while filming a Chanel Bleu commercial on the N.Y.C. subway with Timothée Chalamet.
I personally became a HOKA super fan in 2018 when I started doing the Tracy Anderson Method daily and noticed them on the feet of nearly everyone in class. I now own four pairs that are constantly in rotation, including an all black pair of Bondi and a very special cow hair in taupe that somehow go with every single outfit I pair them with. (They are listed on one resale site for over $400.)
But while some are just jumping onto the HOKA bandwagon, the sneakers have been the preferred footwear for those in-the-know for years. The brand launched in 2009 — initially created for trail-running — and was acquired in 2013 by Deckers, the same company that owns Ugg. HOKA kicks are beloved for their comfort thanks to lightweight foam soles which is especially helpful for runners thanks to the cushioning that helps slow the velocity of the foot as it hits the ground. The oversized sole can help decrease pressure under the heel and under the ball of the foot which makes HOKA ideal for people with ball-of-foot pain and heel pain such as plantar fasciitis.
And while they have been mocked for their orthopedic style, there is definitely something unique and low-key hip about the HOKA one line, which includes styles for men, women and kids in a variety of colors and fits — and the cool kids are taking note.
In fact, the brand has gained so much popularity — much thanks to the celebrity and fashion crowds who are clamoring for them — that sales broke the billion-dollar mark in 2022, according to a recent article from the New York Times.
“I’d like to tell you that we had incredible sales and marketing in the early years, but we didn’t,” Steven Doolan, the Vice President and general manger of HOKA US told the paper. “We had some individuals who truly believed in Hokas, as a brand, and would go out there and tell their stories.”
If you don’t own a pair yet, what are you waiting for?
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