How HOKAs Became The “It” Sneaker Beloved By Both Marathoners & Fashion People

If you’ve spent any time looking at running shoes (or everyday ugly dad sneakers, for that matter), it’s likely that you’ve already come across HOKA. Known for its extremely cushioned soles, the chunky sneaker brand doesn’t really boast any sleek or sexy silhouettes — but that seems to be part of the overall appeal amongst fanatics who are obsessed with the cloud-like bounce of HOKA styles. And, unlike other global athletic brands that blur the line between the authentic sporty stuff with the more lifestyle-focused, non-athletic wares (that are less appropriate for actual workouts), HOKA continues to operate with a zeroed-in, singular focus: to provide solutions for people who are constantly on their feet, whether they’re marathon runners, nurses, or pavement-pounding urbanites. In other words, HOKA sticks to what it knows and doesn’t try too hard (or doesn’t even seem to care) to be something that they’re not.

“At first, our consumers consisted primarily of runners who were ‘in the know’ about athletic shoe trends, and now everyone is trying HOKA — college kids, Olympic athletes, streetwear influencers, fashion designers, walkers, people who are recovering from an injury, etc.,” Gretchen Weimer, HOKA’s Global VP of Product, writes me in an email. “Our dedication to providing both an exceptional product and an ethos of inclusivity has led to a substantial amount of word-of-mouth recommendations that has propelled us to become one of the fastest-growing brands in the industry.” (On the topic of the brand’s inclusive styles, Weimer writes, “We know that men and women often share the same desire for both colorful or neutral-colored footwear, but the difference comes down to the wearing occasion. The approach with our all-gender styles was more driven by that desire, and not trying to specify that certain styles or colors are only for men or women; it feels more inclusive.”) And, in a series of very smart partnerships, HOKA has also catapulted into the fashion stratosphere via collaborations with hip brands like Outdoor Voices, Opening Ceremony, and Engineered Garments.

HOKA Women’s Bondi X, $200

But, even after many successful runs on limited-edition collab styles, HOKA remains loyal to the long-distance joggers who first put the brand on the map. Colorado-based Hayley Cashdollar, who has completed eight marathons, two ultramarathons, and typically runs at least an hour every day and several hours on weekends, says, “I first heard about HOKAs years ago when one of my friends was having trouble with her feet and high-impact HIIT classes. She found HOKA and loved them…so I also took the plunge and found they were perfect for my recovery runs on the day after long runs. They were like running on clouds and were noticeably more comfortable on my feet. I’m not looking for that type of comfort on all of my runs, but it has a time and place and HOKAs are a great recovery tool for me personally.” When I asked if she’s noticed how HOKAs have been embraced by style folks, she observes, “With sneakers, in general, being so popular, it feels inevitable that something as unique as the big sole on the HOKA would capture the attention of non-runners.”

NYC-based running coach and jump rope enthusiast Caitlin Lee (who has run nine marathons and over 100 road races), tells me she also discovered HOKA through word-of-mouth: “I first heard about HOKAs from my running friends in 2015 or 2016. My initial reaction was that they were ugly and bulky-looking, and it was hard to transition from the idea of ultralight shoes that also looked minimalist. The reason I gave in, though, was because they are truly very supportive and well-made. I feel that they actually impacted my running form, forcing me to use more of my foot, rather than just running on my forefoot,” she says. Plus, in Williamsburg, Brooklyn where she lives, “people stop me on the street all the time — if I’m at a stoplight to cross, someone always has a comment [on my HOKAs]. And I definitely see people just wearing them with dresses or jeans.”

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When HOKA sent over a pair of Bondi X for me to test drive, I first thought the brand sent me the wrong size — the shoes looked huge. Turns out, I was fooled by the protruding soles. The sneakers did fit true to size. And, the soles were so bouncy and cushy that I felt like I had slight motion sickness (which quickly dissipated once I got used to the squishiness). The shoes also have a rocking quality to them that makes me want to spring forward. As a person who primarily runs for the bus or subway, and occasionally runs for the purpose of cardio (though, TBH, I can only really do up to one mile before I’m pooped), I can see how HOKAs encourage “running behavior.” Despite the soles being so thick, the shoes are actually super lightweight because of all the advanced technical details.

“A few elements that make HOKAs stand out are our Meta-Rocker geometry, which complements the natural gait cycle and reduces the height differential between heel and toe,” says Weimer. “And our styles are equipped with carbon fiber plates, allowing for a propulsive ride as the plate curls under toes to deliver a smooth transition through the gait cycle.”

Below, I asked Weimer to identify and elaborate on the brand’s five top-selling sneaker styles for women, what activity they’re best suited for, and how each style is differentiated. And, for your sneaker-shopping convenience, these are also sorted in the order of most hyped to least hyped, based on real customer ratings and reviews found on hoka.com.

HOKA Women’s Bondi 7, $150

Product Breakdown: Available in 10 colors, widths regular and wide, women’s sizes 5–12
Best For: Road running
What The Brand Says: “This is the most cushioned shoe in the HOKA road shoe lineup, delivering a smooth, balanced ride over any distance with its ultra-soft memory foam designed to accommodate a narrower heel and a collar that conforms to a wide variety of ankles, cradling the Achilles,” says Weimer.
The Hype: 4.5 out of 5 stars and 4,412 reviews on hoka.com
What HOKA Fans Say: “I have very wide feet and usually have to resort to men’s shoes to get the width I need. Hoka Bondis are so very comfortable, and I can get them in women’s styles! My shoes are so very comfortable and I love them very much. I’ve now gotten my husband, my two best friends, and their husbands to get Hokas for themselves. One of the men even claims that wearing them has helped his back issues a bit. I love these shoes, and highly recommend them. I’m on my third pair BTW, and have no intentions of ever changing brands.”

HOKA Women’s Speedgoat 4, $145

Product Breakdown: Available in 7 colors, widths regular and wide, women’s sizes 5–11, all gender sizes M5/W6–M14/W15, and in waterproof GORE-TEX
Best For: Trail running
What The Brand Says: “Named for HOKA athlete Karl ‘Speedgoat’ Meltzer, the Speedgoat 4 is part of an award-winning family known for making quick work of technical terrain. Grippy on the uphill and secure on the downhill, the Speedgoat 4 is fit for every trail,” says Weimer.
The Hype: 4.2 out of 5 stars and 525 reviews on hoka.com
What HOKA Fans Say: “These are hands down the most comfortable shoes I’ve ever worn. I’m an RN, running on my feet all day, days on end. These are awesome, comfortable and cute! I literally feel like I have a bounce in my step.”

HOKA Women’s Clifton 8, $130

Product Breakdown: Available in 7 colors, widths regular and wide, women’s sizes 5–12
Best For: Road running
What The Brand Says: “The Clifton 8 delivers the perfect combination of soft and light with one of our most energetic foams to date, perfect for pounding pavement,” says Weimer.
The Hype: 4.5 out of 5 stars and 408 reviews on hoka.com
What HOKA Fans Say: “I got the Clifton 8 after reading so many reviews, and seeing they had a 30-day wear and return policy. I wore them for park days at Disney World, and they are the first shoe in years to make my feet feel the same in the morning and at night. I have broken my big toe, and have Plantar Fasciitis in my right foot, so no shoe is ever comfortable too long, but these were great. They are like walking on clouds. And I didn’t need to do much breaking in before wearing them to the parks. I wore them a day or two to work before heading to Disney. Highly recommend!!!”

HOKA Women’s Carbon X 2, $180

Product Breakdown: Available in 8 colors, regular width only, women’s sizes 5–11
Best For: Road running
What The Brand Says: “Positioned as an endurance racer, the Carbon X2 delivers the same propulsive speed as its predecessor in an adaptable silhouette geared for training and racing alike,” says Weimer.
The Hype: 4.5 out of 5 stars and 109 reviews on hoka.com
What HOKA Fans Say: “These are wonderful! I am loathe to praise them too much, yet, as it’s only been a few dozen miles, but – fingers crossed – I’ve had no ITB/knee issues since the switch [to these sneakers], and have been loving the sheer feeling of propulsion in these.”

HOKA Women’s Rincon 3, $115

Product Breakdown: Available in 5 colors, widths regular and wide, women’s sizes 5–12
Best For: Road running
What The Brand Says: “Delivering the best cushion-to-weight ratio on the market, the Rincon 3 is an extremely light silhouette with an asymmetrical tongue, thinner pull tab, and a vented-mesh upper for ultimate breathability,” says Weimer. “Also, our extra-light midsole foam sports aggressive cutouts and enhanced rubber coverage for improved durability.”
The Hype: 3.9 out of 5 stars and 36 reviews on hoka.com
What HOKA Fans Say: “Man… I’m usually a Clifton girl but I was really interested to give the Rincon a try and I’m SO glad I did. I was a little nervous about how light the shoes were out of the box, like cmon these are really gonna feel good?!?! Well butter my biscuit YEPPPPP! I felt super light and my feet and the responsiveness of the shoes is impressive! Glad I made the switch!!”

At Refinery29, we’re here to help you navigate this overwhelming world of stuff. All of our market picks are independently selected and curated by the editorial team. All product details reflect the price and availability at the time of publication. If you buy something we link to on our site, Refinery29 may earn commission.

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The Laura Ashley x Batsheva Collection Is Peak Cottagecore

Laura Ashley has long been a reference for Batsheva Hays, whose namesake brand has become a go-to for prairie-like, retro-inspired dresses since launching in 2016. “I’ve been talking about Laura Ashley as my inspiration for years,” says Hays. Now, the Brooklyn-based designer is partnering with the British label for a 15-piece collection, out now. 

The Laura Ashley x Batsheva collection, for women and children, features Victorian-inspired dresses with ruffles, voluminous shapes, and high collars that evoke the kind of pastoral lifestyle we’ve all dreamed up during lockdown. It also includes matching aprons and oven mitts. “I tried to design for women who don’t know the brand but also who do have the nostalgia and attachment to [Laura Ashley],” says Hays. 

Growing up in New York City during the 1980s, Hays recalls driving into Manhattan with her family to visit the Laura Ashley store on Madison Avenue. Since 1953, the brand — named after co-founder Laura Ashley — cemented a reputation for quality textiles and a signature aesthetic that largely consists of floral prints and unabashedly feminine silhouettes. With the collaboration, Hays is excited to spotlight Laura Ashley for a new generation who may be unfamiliar with the heritage brand: “I like the idea of introducing it to women who have never heard of it.” 

While dreaming up the collection, Hays dove into the Laura Ashley prints archive. As a result of the coronavirus pandemic, Hays had to digitally research past collections, sending images of old Laura Ashley textiles and prints for the brand’s team to find. The team also scanned old hand drawings of vintage pieces and prints for Hays to reference. 

The collection comes at a time when cottagecore is still a big trend, with puffed sleeves, crochet, and quilted textures continuing to take over fashion. For one of the more unexpected designs, Hays opted to infuse a Victorian-style corset into one of the dresses, which she says was inspired by an old Laura Ashley line drawing. She says that she instantly knew it’d have “so much appeal to people.” But it was also a way to bring in a part of Laura Ashley that’s not always at the top of the mind when thinking about the brand: “Sometimes you find these hidden gems that have been hidden away and it’s fun to rediscover them.”

With prices ranging from $50 to $315, the collection is now available on Batsheva.com and selected pieces are available on LauraAshleyUSA.com. 

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I Put Plus-Size Activewear From Popular Brands To The Test

Years of body negativity brought on by the latest fad diet or fitness craze have made my relationship with exercise a rocky one. Growing up, I was surrounded by “Beach Body” boot camps and personal training programs that signified largeness as something to be lost. But, years later in adulthood, I found positivity in hiking and a sense of calm in yoga flows. I discovered that breaking a sweat could be an enjoyable escape instead of about how many calories I might burn. Since I spent so much time feeling like physical activity was a punishment, I didn’t jump to spend my money on new fitness clothes — plus, options for plus-size retailers who do it right were already limited which made finding quality brands with inclusive activewear tricky. But, as the industry began to acknowledge bigger bodies, well-made and fashionable options started to emerge in the plus-size activewear space. And, I was lucky enough to receive a handful of such styles from the most popular brands to try on myself for size, fit, and feel.

Although my relationship with exercise today is not completely healed, it’s become one with a very real glimmer of hope as I learn to be thankful for my body and appreciative of all it does for me. So, without further ado, scroll through to learn about my favorite activewear offerings for fat folk with stand-out product reviews the brands I tried on IRL and loved — I’ll continue to add more styles worth sharing with you as I discover them. Let’s say goodbye to the duds we once wore in darker times and hello to more size-equitable styles of sports bras that won’t dig, trendy printed sets, and unique silhouettes meant to highlight our bodies instead of hiding them.

Old Navy

Size Range XS-4X
I was kindly gifted some pieces from Old Navy’s active line. R29 readers to really be a fan of their offerings, so I had to see what all the hype was about. I received a medium support sports bra and a pair of light compression leggings from their fan-favorite PowerSoft line of activewear. It’s marketed as “peachy-soft” and very comfortable. I definitely agree with this description: It’s smooth and very easy to move in and didn’t feel cheap or scratchy despite being the most budget-friendly option I’ve reviewed for this piece. If you want something ultra-compressive, however, the leggings might not be for you because they are pretty light. However, I don’t see that as an issue as it added to the non-restrictive feeling when wearing it. For the bra, I took out the removable cups because my boobs are on the bigger side. Also, I’m around 5’9″ and the leggings were full-length on me.

I did a series of exercises while wearing this active set including jogging, deep squats, high knees, and stretching. The medium support bra surprisingly held my boobs down pretty well, so I definitely felt supported with slightly higher intensity movement activities. Although the fabric was slightly thinner than the fabric Athleta (Old Navy’s sister brand) uses, the four-way stretch in the fabric works very well as all these movements happened so seamlessly. While doing these exercises, there was some adjusting of the leggings, but it was pretty minimal. For the price and quality, Old Navy active makes a product that’s genuinely hard to beat. I do really love Athleta, but if you are looking for a solid budget option this is it.

Shop Old Navy

Girlfriend Collective

Size Range: XXS-7XL 
Girlfriend Collective has totally revolutionized the activewear space with its eco-friendly, size-inclusive apparel. I tried a few items from Girlfriend and fell in love with this black Skort and Paloma bra set, both in a 4XL. I’m usually a 2X in most of my other activewear, so this tells me that GF collective runs pretty small. I’m not sure how the sizing is on straight-sized consumers, but plus consumers should really look at the clothing chart and follow that. For the best fit, GC recommends measuring yourself and doesn’t offer a conversion chart for pants sizes, so a little bit of work is involved if you’re unsure what size to go with. But it’s pretty accurate! Upon opening the recyclable packaging, the material felt a little on the stiffer side but was still really easy to slip right on. You wouldn’t know that it’s made from upcycled plastic bottles.

I loved the fit and look of the skort! It’s genuinely so cute and falls on my body really nicely. I’d even wear it as a mini skirt for a night of dancing. It held up during activities such as squats, high knees, and running in place. The shorts on the inside had to be adjusted slightly in between some of those activities; I’d also go ahead and use Megababe to prevent any further chafing from the thigh area. As for the Paloma bra, I think I could have sized down for more compression. It was a little loose around the bottom band (I’m a 42DDD in regular bras).  I’d avoid any workouts above low-moderate impact with this bra.

Shop Girlfriend Collective

Athleta

Size Range: XXS-3X or 00-26
As a certified B-Corp, Athleta prioritizes people just as much as business. It definitely shows in each garment with the obvious care they took to create the perfect fit. I tried on was the Elation Bra and the Elation 7/8 Tight. The fabric felt sturdy and thick while also being incredibly smooth and soft to touch and on the body. The ultra-high rise on the Elation Tight is probably the highest I’ve ever experienced, and the set is compressive without feeling restrictive. There’s a pretty deep waistband pocket in the back that you can slide your keys and wallet into as well. The Elation bra curved perfectly around my back rolls and gave me the perfect lift. The thoughtfulness of the design really shines through.

The leggings passed the squat test with flying colors with a waistband that doesn’t dig. Although the elation bra and tight is recommended for lower impact workouts like yoga and Pilates, they held up when I did some high knees and light jogging in place. This was definitely my favorite set among all the ones I’ve reviewed, and the print on this is epic! Although, they do have this same set in a solid colors as well.

Shop Athleta

Universal Standard

Size Range: 00-40
Universal Standard is known for their wide range of sizes and perfecting everyday classic staples, but they are quickly making a name for themselves in Activewear. I tried the Next-to-Naked bodysuit in black, and just like the name, it feels akin to a second skin. It has a sort of barely-there feel with little to no compression. It’s buttery soft and honestly can be used for really any workout you’d like. However, if you are doing something more intensive I recommend wearing a sports bra as there is no hold or lift with this bodysuit. If you are someone that prefers wearing no clothes, I’d have to say this is the next best thing!

Besides my Storm costume from a few Halloweens back, I’ve never owned a bodysuit. This piece is definitely something I’d work out in, but I can also imagine myself wearing this with an oversized shacket and platform converse for a cute casual outfit.

Shop Universal Standard

Beyond Yoga

Size Range: XXS-4X or 00-28
Beyond Yoga is definitely a force with their custom Space Dye Performance fabric known to be incredibly smooth with a unique texture. I tried on the Spacedye Slim Racerback Cropped Tank and the Space Dye Caught In The Midi High Waisted Legging in Purple Pop. First off, I was immediately drawn to the fun bright color! If you can get your hand on this seasonal favorite, I highly recommend it. You’ll be the center of attention in the best way!

This set would be good for low-intensity exercises as the top does not hold down your boobs enough to wear it on a run if you are busty. However, it is incredibly comfortable. While doing squats, high knees, and running in place, I did have to adjust the leggings every now and then. Although it wasn’t that bad, it’s something to keep in mind.

Shop Beyond Yoga

Fabletics

Size Range: XXS-4X or 00-24
Fabletics is known for their trendy workout clothes and celeb partnerships. I was excited to get my hands on some of these goods because I’ve seen lots of Fabletics love on Instagram. I tried the All day Everyday Bra and Oasis High Waisted Pocket Legging in a 3X. I love how these leggings have cool side pockets that can definitely fit your phone or keys. The strappiness of the bra was very cute. However, the bra itself was not as compressive as I’d like. I’d probably have to size down to get the fit I’d want to do slightly more intensive activities. There was a little adjusting of the leggings while I did squats, high knees, and running in place.

I’d double-check on sizing for Fabletics and even read reviews because the sizing could be a little off compared to what the overall size chart says depending on the garment. Overall the pieces were standard for activewear, but the cool pattern and design were what stood out the most.

Shop Fabletics

Super Fit Hero

Size Range: L-7XL or 12-42
SuperFit Hero has revolutionized the activewear space in more than one way. Not only do they exclusively cater to a size large and up, but the brand’s use of Plus Models on the larger end of the plus-size of the spectrum also shows how seriously SuperFit Hero takes representation.

I tried on the Superhold pocket bike short and Superhold bra in their Air Fit Size (2X or 18-20). The Superhold fabric is very compressive in all the right way. There is zero gaping and the bike shorts hold up during squats, stretches, high knees, and jogging. I love this color blocking in the set that I reviewed, but Superhold goods are also available in solid colors as well.

Shop Super Fit Hero

Lululemon

Size Range: 0-20
Lululemon was quite late to the extended-sized workout-wear party. Although its sizing is limited, the brand does make a solid pair of leggings. It’s worth noting that the top pictured in my snapshot above is not from Lululemon, as I did not fit into any of the bras that were sent over. All of this goes to say that further extending on sizes is needed to cater to more bodies on the brand’s part!

Although the Align Pant was my favorite in my
initial review of their extended sizing. I’d have to say the Invigorate High-Rise Tights are my favorite pair of leggings from Lululemon now. I’ve owned these for a couple of months now, and I’ve worked out in them AND also wear them to run errands. These are more compressive than the Aligns and hold their original shape more, too. There is still adjusting needed to the waistband after squats, high knees, and running in place — but all in all, I cannot lie, they’re a solid pair of plus-size leggings.

Shop Lululemon

We often run into products that not only have to be seen to be believed but also put to the test. Tried & True is where we suss out these trending goods & services by taking them for an IRL spin to discover if they’re up to snuff.

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What Black Creators Can Learn From Signed, Blake

Before content creation became a legitimate career field, Black women have been influencing the world as we know it. Our fashion, style, and make-up looks turn into global trends that we end up not being credited for. Now, in the creative space, Black influencers are making sure that brands know their worth and add tax. R29Unbothered spoke to Chicago based lifestyle content creator, Blake Gifford, aka Signed, Blake, about her journey as a creator, and how her law degree has helped her navigate her brand partnerships, the community (more like family) she’s built with her audience, and her popular Amazon drop collections.

A little over a decade ago, as Gifford was graduating college and her friends were starting their new jobs or going off to law school, she began to blog about her journey and what she envisioned for the next stage in her life. “I didn’t have a ton of money, so I would shop at thrift stores a lot and share [on my blog] how I would tweak [an outfit] and make it my own,” Gifford says.

When Instagram launched, Blake would share photos of her outfits on the platform and her blog organically started growing. While continuing to blog her life, Blake also went to law school and had her sights on becoming a defense attorney but soon realized after interning with the Bronx Defenders that the work was very emotional and personal. “I didn’t think I could do it and maintain a healthy headspace without reopening my own wounds [from] growing up in foster care,” Gifford says. Gifford had been in foster care from age eight through eighteen. She decided to pivot into intellectual property law since it would be useful to her as an influencer. Before she had a management team, Blake would look over all of her contracts and negotiate her own deals, which made her feel more confident in pushing back on terms.

“It’s important for brands to partner with Black creatives but also pay us what we’re worth, because like it or not, we drive the culture. End of discussion.”

Signed, Blake

As a Black creator, Gifford has had to advocate for herself, considering brands have a tendency to pay Black influencers less than their white counterparts. The pay disparity is so pervasive that, last year, Adesuwa Ajayi launched the Instagram page Influencer Pay Gap, exposing brands and how little they pay Black creators compared to white creators. Gifford says, “It’s important for brands to partner with Black creatives but also pay us what we’re worth, because like it or not, we drive the culture. End of discussion. We drive the culture, so if you want to be on top of what’s happening at the moment, you need Black content creators,” she says.

Gifford has been able to set trends and move culture because the community she’s built over the past decade is invested in her as a creator. Alongside fashion, Blake also shares her cleaning and organization habits under the hashtag #NeatFreaky, as well as her apartment renovations, and her adventures with her lovely dog Bash. “Ten plus years ago, no one was making money doing this at all and I didn’t get into it with the goal of making money,” Gifford shares. “I got into it with the goal of finding a community…I feel very indebted to my community because they found me during a time when I was really struggling with my own self-esteem,” she says. “I always say people don’t buy products, they buy people and the fact that I’m able to sell products is because people are invested in me as a person.”

This, she says, is what sets Black influencers apart.“Community is within our culture of being Black, we are raised where everything is a village and so I think Black people innately bring that mindset to what it means to be a content creator in a way that is really unique and special,” she says. Gifford’s connection with her community was particularly noticeable with her fashion collaboration with Amazon. The Drop is Amazon’s fashion line that works specifically with content creators on a seven-piece capsule collection. Noticing a gap in the market, Gifford literally slid in Amazon’s DMs. 

“I noticed that all the content creators were white, thin, and mostly New York City-based,” says Gifford. “So I slid into their DMs and simply told them I should be next and they responded, ‘Email us, we’d love to talk about it,’ and within 24 hours of my initial email I had a contract on my desk.”

As Gifford designed her luxurious yet affordable capsule collection, she included her audience in the process by posting on Instagram stories and creating polls on what her audience wanted to see. She implemented the feedback she received in the final styles, patterns, and fabric options she picked. 

Gifford also advocated for the change she wanted to see, specifically with diversity and size inclusion. “I told [Amazon], there are not enough plus-size women and Black creators and that they need to open those doors.” Her first drop was pushed back slightly due to the pandemic and it worked out in her favor because she was able to make sure the collection had an inclusive size range (XXS – 3X). “I also acknowledge my body type privilege and being on one extreme end of the size chart has let me know in a really small way what it feels like to shop and not find anything that fits, so I can only imagine what that feels like for plus-size women,” Gifford says.

It’s her commitment to wanting everyone to feel beautiful in her clothes that drove her decision to also incorporate affordable luxury and high-quality fabrics in her collection.

“To me, luxury exists at every level, it’s not about the price of things but how I feel,” Gifford says. “Black luxury specifically [is] about finding and radiating joy in a world that wants us to be anything but happy. I try to infuse that into every aspect of my life.”

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