HOKA  |  Lifestyle
Looking fresh and feeling fresh

Despite starting at the top of the mountain, our brand's comfort first proposition had a much broader appeal. Everyone wants to feel comfortable. Transitioning the brand's appeal took careful consideration, remixing classic comfort-first platforms with contemporary uppers to stretch their reach. Highlighting some of the work of members of my design team for which I provided overall direction.

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HOKA Project Clifton

Taking one of our two most famous platforms. The original 'Goldilocks' shoe and subverting it's look and exposing it to those that haven't had the pleasure before. Designed quite expertly by Ian Black.

HOKA Clifton and Bondi L

Maximal comfort in a wearable package. We worked on various packs and materialization here to deliver seasonal freshness. Design by the superstars at Footsoldiers Design Consultancy.

HOKA Transport

An everyday commuter shoe with a responsible build (recycled materials and sugar cane in the midsole). Simple wearability for use across multiple occasions. Designed wonderfully by Gabe Nicasio.

HOKA Tor Ultra Relaunch

Remastering and relaunching the Tor ultra style. One of our first hiking styles that put us on the map for the broader consumer. Ryan Crouch sweated the details on this relaunch!