HOKA ONE ONE will pop up at Selfridges

HOKA ONE ONE, a division of Deckers Brands, is to launch in to Selfridges.

HOKA ONE ONE has been enjoyed by elite athletes competing in the most arduous of races, such as the colossal 166km Ultra-Trail du Mont-Blanc. Famed for its high-profile, ultra-lightweight sole, HOKA was first to pioneer a technology that enables runners to go faster up and down hills.

With a growing trend and appetite for consumers to bridge the gap between sport and lifestyle, coupled with the relaxed silhouette of the runway over recent years, the brand has seen its products adopted by streetwear enthusiasts and luxury ateliers alike, with Selfridges following in the footsteps of premium fashion retailers, MR PORTER and Browns.

Following the renaissance of the oversized midsole, as illustrated by major fashion houses from Dior to Balenciaga, HOKA has witnessed its products being adopted by a growing audience searching for shoes that fuse high performance with lifestyle trends.

Unlike many fashion house cross-breeds that spawn heavier models, HOKA ONE ONE models are recognised for a dazzling weight to cushion ratio that has been likened to walking on clouds.

Daljiat Gill, HOKA’s head of marketing, said: “Our mission has always been to make running easier. The continual R&D that goes in to our products is lauded by our fans, who have grown to love the comfort and speed factor they experience.”

“Our product drop at Selfridges signals yet another bold change in a market driven by consumer demand, demonstrating that a premium performance brand like ours can rise to prominence amongst trendsetters, in one of the world’s most renowned luxury department stores. We are excited to partner with Selfridges to reach a new audience who incorporate fashion and design into their fitness lifestyle, and vice-versa.”

The concession will pop up for five weeks from April 10 – May 6 in the menswear shoe department at Selfridges flagship Oxford Street store only and feature a number staple models such as the Bondi, Clifton and Speedgoat range. Prices will range from £120 – £200.

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