Introduction to Fashion Brand HOKA ONE ONE

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HOKA ONE ONE, a sneaker brand that has suddenly become popular in recent years. I believe that if you have a certain degree of sensitivity to fashion trends, you should have seen it many times before. Recently, Engineered Garments, led by Daiki Suzuki, has brought the second joint between the it and HOKA ONE ONE, making it once again gaining unprecedented attention.

pic from:ノースリム

You know, in a situation where the competition for sports shoes is so fierce, it is not easy for a relatively young brand to stand out from the crowd, but HOKA ONE ONE does this by virtue of its distinctive shape. Of course, it is inseparable from the lead of Daiki Suzuki, Takahiro Miyashita, and Tetsu Nishiyama, as well as the recommendation of social network icons that are at the forefront of fashion trends. However, it is a rare and interesting thing that a brand that only wants to simply run shoes and off-road shoes at the beginning can become a favorite of a lot of people in a short period of time. It is favored by hipsters and fashion fans. After all, many brands have been working hard to be famous, but the results are not so ideal. Today, let’s get to know HOKA ONE ONE through this article.

pic from: HOKA ONE ONE

In 2009, Nicolas Mermoud and Jean-Loc Diard founded HOKA ONE ONE in France. Both of them worked for the famous sports outdoor footwear brand Salomon before. From this point, you can also get a glimpse of the root of the shape design of HOKA ONE ONE shoes.

pic from: highsnobiety

However, during that time, the brand was largely in an obscure situation, until it was acquired by the Deckers Brands Group in 2013, and gained more resources and exposure. It has a breakthrough both in terms of fame and technology.

pic from: Fashionista

At that time, Nike was still advocating the lightweight experience of running shoes, reducing the burden of shoes on runners as much as possible. The design is also based on narrow lines. Interestingly, HOKA ONE ONE is exactly the opposite. The thick and rough midsole is the brand’s characteristic. For people who know the shoes the first time, usually have the question that if it is heavy with such thick sole.

pic from: Holabird Sports

Of course not. After wearing it, you will find that it feels lighter than you thought. Because unlike other brands, a part of the shoe body is wrapped by the sole, which means that the two are not just the “upper and lower parts” relationship, so the sole itself is not as thick as we see it in appearance. In addition, due to the special nature of the EVA/RMAT material used in the sole, the weight of itself will not bring more burden while ensuring stronger cushioning, stability and strength feedback.

The outstanding performance advantage has also made it become more popular among professional runners in recent years. In recent years, more and more participants wearing HOKA ONE ONE in marathon, off-road and even triathlon projects.

However, the professional field may not much affect you. The reason why we can see HOKA ONE ONE repeatedly in rencent time is ultimately to be attributed to everyday dress.

pic from: Pictaram

As mentioned at the beginning of the article, its gradual popularity is inseparable with the “celebrity effect” brought by Daiki Suzuki, Takahiro Miyashita, and Tetsu Nishiyama. To some extent, any niche goods’ popularity is indispensable for such a process, from celebrities down to a group of people who are sensitive to fashion trends and have a certain influence, and then gradually spread to more groups.

pic from: pinterest

In addition, there is an indeed reason that HOKA ONE ONE has received more attention during this year. Because Hiking Shoes will probably gradually become mainstream.

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