NEW YORK — Hoka One One started to make strides in the endurance running community around eight years ago when athletes began to look for a cushioned alternative to the minimalistic shoes that were all the craze at the time.
Although the company’s oversize soles, which are about twice as thick as those of its competitors, were criticized for looking like Frankenstein shoes, their maximum cushioning soon garnered fans among marathoners and Ironman triathletes.
But now, the company’s sneakers have become a fashion industry favorite.
On Friday, two days before the New York City Marathon, Opening Ceremony released the first of three rereleases of classic Hoka styles updated in designs inspired by the store and its positioning at the intersection between streetwear and high fashion.
“Hoka is an innovative brand that marches to the beat of its own drum, balancing design and function in a distinctive way,” said Humberto Leon, cofounder of Opening Ceremony. “At Opening Ceremony, we have always prioritized individuality and bold design, so this partnership was a natural fit.”
Wendy Yang, president of Hoka, said the brand aims “to do the unexpected and we collaborate with partners who operate and think the same way. Opening Ceremony has staked out its place in
Although the company’s oversize soles, which are about twice as thick as those of its competitors, were criticized for looking like Frankenstein shoes, their maximum cushioning soon garnered fans among marathoners and Ironman triathletes.
But now, the company’s sneakers have become a fashion industry favorite.
On Friday, two days before the New York City Marathon, Opening Ceremony released the first of three rereleases of classic Hoka styles updated in designs inspired by the store and its positioning at the intersection between streetwear and high fashion.
“Hoka is an innovative brand that marches to the beat of its own drum, balancing design and function in a distinctive way,” said Humberto Leon, cofounder of Opening Ceremony. “At Opening Ceremony, we have always prioritized individuality and bold design, so this partnership was a natural fit.”
Wendy Yang, president of Hoka, said the brand aims “to do the unexpected and we collaborate with partners who operate and think the same way. Opening Ceremony has staked out its place in