{"id":102389,"date":"2019-11-21T13:21:08","date_gmt":"2019-11-21T12:21:08","guid":{"rendered":"https:\/\/highxtar.com\/?p=102389"},"modified":"2019-12-09T23:28:55","modified_gmt":"2019-12-09T22:28:55","slug":"deckers-brands-and-the-successful-ugliness","status":"publish","type":"post","link":"https:\/\/highxtar.com\/en\/deckers-brands-and-the-successful-ugliness\/","title":{"rendered":"Deckers Brands and the successful ugliness"},"content":{"rendered":"

Remember those days when every female celebrity appeared rocking a pair of UGGs even in the middle of the summer?? How many of you\u00a0 have wore them or a knockoff from a fast fashion retailer?? These cozy and warm boots were the origin of mainstream ugly footwear. In 2019, Deckers’ back with Hoka. It’s time for you to meet them.<\/strong><\/p>\n

\"HOKA<\/p>\n

If Kanye rocks your shit, give big thanks to the Lord cause you’re gonna touch the sky. Deckers Brands<\/strong><\/a> were the ones to put UGG in the map.<\/strong> From Britney Spears to Rihanna<\/strong><\/a> or Shia LeBouef or the soccer moms at your school, nobody was safe from them. This Australian born company has been through international admiration but also global discredit for their alleged abuse of animals in the making of their products. True or not, the only tangible thing is the presence of UGG (@ugg<\/a>)<\/strong> in every corner of the planet, being copied by hundreds of other brands and leaving their footprint (easy one) in footwear history. But, after this enormous achievement, who could predict that another Deckers Brands’ firm was about to make it to the top again?<\/p>\n

HOKA One One (@hokaoneone<\/a>)<\/strong>\u00a0appeared in the running scene offering the complete opposite to the industry’s big boys. When Nike<\/strong><\/a>, adidas<\/strong><\/a> or ASICS<\/strong><\/a> are offering light, minimalistic silhouettes for the runners, HOKA brought a chunky, puffy sole that promised a unique experience in every step.<\/strong> In a time where athleisure<\/strong><\/a> is everything in fashion, where wearing tracksuits to a gala or bringing all the sportswear references to haute couture is the common thing, HOKA had the chance to grab a bite of the cake.<\/p>\n

\"HOKA<\/p>\n

\u201cI think the definition of \u2018outdoor\u2019 has changed,\u201d<\/strong><\/em> Wendy Yang, executive at Deckers, said. \u201cIt\u2019s no longer about summiting the biggest peaks or camping in extreme conditions. It\u2019s about time outdoors.\u201d\u00a0<\/strong><\/em>So true.<\/h2>\n

Some very well selected collaborations with Opening Ceremony<\/strong><\/a> or Engineered Garments<\/strong><\/a>, and a true bet on confort made this brand conquer celebs like Gwyneth Paltrow or Reese Witherspoon among others. And if Kanye<\/strong><\/a> decides to wear your hiking boots, there’s not much to add. The success of HOKA comes once again thanks to the vision Deckers Brands has and their outstanding ability to place ugly products in the main spots. As it happened with UGG in the early 2000s, now HOKA is the apple of their eye. The company has reached the 2 billion-mark in sales this year, achieving their all-time record.<\/p>\n

The expansion of HOKA is being wild, being heavily present in many Nordstrom<\/strong><\/a> locations and almost any store dedicated to running. But hiking is also a thing and sister brand Teva (@teva<\/a>)<\/strong> is expanding their portfolio in that direction too, complementing their renowned selection of active sandals and outdoor footwear.<\/p>\n