Pic: Hoka One One

What: Hoka One One, a division of Deckers Brands, has launched its first-ever apparel line, designed for athletes to enjoy for both fitness pursuits and everyday wear.

New product line + USP:  The 27-piece collection features running and fitness staples – including performance tops, tights, woven shorts, socks and hats, plus many other styles – which are designed with industry-leading technology to maximise both performance and comfort. Additionally, the lineup includes bold, unexpected new pieces designed to solve everyday problems for all athletes: the versatile Performance ¾ Sleeve top and comfortably-fitting yet secure-at-the-waist Women’s Performance Utility Shirt, for instance, will fill previously uninhabited niches in the athlete’s wardrobe.

Price point: The apparel price ranges from $52 for the men’s and women’s Lifestyle Tee and Performance Tank to $250 for the Gore-Tex Shakedry Run Jacket, while the accessories range from $12 for the Performance No-Show Sock to $35 for both the Adventure (bucket-style) and Performance Hats.

Design aesthetic: The Hoka apparel and accessory lines are designed based on extensive consumer feedback. A survey sent out by Hoka in 2018, which received nearly 4,000 responses, found consumers desired apparel that was simultaneously high-performing and accommodating of every type of athlete. This inclusive approach, already a pillar of Hoka performance footwear, has been incorporated into the function of the new apparel line: runners, walkers, fitness-seekers and outdoor adventurers of all levels will find their perfect fit in Hoka apparel.

Existing product portfolio: The company’s portfolio of brands includes UGG, Koolaburra, Teva, and Sanuk. Deckers Brands.

Retail presence: Products are sold in more than 50 countries and territories through select department and specialty stores, Company-owned and operated retail stores, and select online stores, including Company-owned websites.

Fabrics sourced from: The new apparel line is an opportunity to continue making environmental strides, and to help Hoka progress on its journey toward sustainability. For instance, the Unisex Puffy Jacket insulation is made with PrimaLoft which contains 100 per cent post-consumer recycled content. While all performance tops are made with Polartec Power Dry fabric, which consist of at least 50 per cent recycled fibres. Additionally, all performance tops, tights, sports bras and women’s shorts incorporate recycled raw materials.

About the company: Deckers Brands is a global leader in designing, marketing and distributing innovative footwear, apparel and accessories developed for both everyday casual lifestyle use and high performance activities.

Hoka One One produces premium performance footwear for athletes of all types. Born in the mountains, Hoka One One shoes were initially distinguished by their oversized midsoles; today they are designed with the same enhanced cushioning, inherent stability and problem-solving inspiration to meet the running, walking, fitness and outdoor needs of a wide variety of users.