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The Business of Fashion on Instagram

The Business of Fashion on Instagram

An essential daily resource for fashion creatives, executives and entrepreneurs all over the world.

Ugg was once the hottest boot around, before overexposure tarnished its image. Owner Deckers Brands is determined not to make the same mistake with its new hot shoe, Hoka One One sneakers. The brand was co-founded by Jean-Luc Diard and Nicolas Mermoud, former Salomon employees, who trained as endurance runners in the French Alps. The duo landed on a lightweight design featuring an oversized outsole, which they say is more comfortable for trail #running, especially downhill.

The #sneaker came on the scene at a time when minimalist running shoes were trending and instead offered the complete opposite   a puffy, clown-like sole that promised #athletes the most comfortable  ride  possible. While the fashion world eventually embraced chunky dad sneakers, Hoka s prominent logo and shades made the brand a tough sell to the casual #fashion consumer.

But, the brand s remarkable run isn t a complete surprise. Strong word-of-mouth, the rise of #athleisure and some well-timed collaborations have won Hoka plenty of new fans in recent years. BoF analyses how parent company Deckers has made a science out of turning ugly shoes into #viral sensations. [Link in bio]  : @hokaoneone x @openingceremony
Ugg was once the hottest boot around, before overexposure tarnished its image. Owner Deckers Brands is determined not to make the same mistake with its new hot shoe, Hoka One One sneakers. The brand was co-founded by Jean-Luc Diard and Nicolas Mermoud, former Salomon employees, who trained as endurance runners in the French Alps. The duo landed on a lightweight design featuring an oversized outsole, which they say is more comfortable for trail #running, especially downhill. The #sneaker came on the scene at a time when minimalist running shoes were trending and instead offered the complete opposite a puffy, clown-like sole that promised #athletes the most comfortable ride possible. While the fashion world eventually embraced chunky dad sneakers, Hoka s prominent logo and shades made the brand a tough sell to the casual #fashion consumer. But, the brand s remarkable run isn t a complete surprise. Strong word-of-mouth, the rise of #athleisure and some well-timed collaborations have won Hoka plenty of new fans in recent years. BoF analyses how parent company Deckers has made a science out of turning ugly shoes into #viral sensations. [Link in bio] : @hokaoneone x @openingceremony

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