Light as a feather and bouncy as a marshmallow, cushioned shoes have gone from marathons to daily commutes
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Floaty foam-based footwear has been spotted on celebrities for years, from Aubrey Plaza in Hokas and Harry Styles in New Balance to Zendaya’s ongoing deal with On running shoes.
A desire for “practical functionality” has driven technical sportswear to street pavements, says streetwear reporter Lei Takanashi from the Business of Fashion in New York.
“Hoka, one of the largest purveyors of these types of shoes, elevated them among fashion consumers by releasing lifestyle sneakers with brands from Marni to Comme des Garçons,” he says.
