Most people don’t instantly think of Hoka road running shoes as fashionable. For serious runners their unusual wedge-shaped heel says 'I’m a serious athlete', not 'I care about how I look walking down the street'. An anti-fashion statement, almost.
And yet, Hoka shoes have become fashionable without the company even having to compromise on its running cred, riding the wave of the 'ugly shoe' phenomenon and being seen on the feet of fashion-conscious celebrities.
