Hoka

Origin

Hoka, officially known as Hoka One One, is a sports brand founded in France in 2009 by Jean-Luc Diard and Nicolas Mermoud. Both founders had previously worked for the well-known sports brand Salomon. They wanted to develop a running shoe that would help runners run faster downhill, with less impact on the body.

What made Hoka unique when it was founded was its focus on maximum cushioning and an enlarged sole surface. This was at odds with the prevailing minimalist trend in running shoes at the time. Instead of lighter and flatter shoes, Hoka offered shoes with a thick, soft sole that was surprisingly light. This style was often described as "maximalist".

Although the shoes initially looked unusual, they quickly became popular among ultra-runners and other long-distance athletes because of the comfort and support they offered. The brand grew rapidly and was acquired in 2013 by Deckers Brands, the parent company of UGG, among others. Since then, Hoka has continued to grow and has become a globally recognised sports brand, popular among runners, trail runners, hikers and people simply looking for comfortable shoes.

Collection

Twinseasons offers an extensive range of Hoka shoes. Running shoes, trail running shoes, walking shoes and sandals. You can find them all in our store and webshop.

Technologies and innovations

Hoka is known for a number of unique techniques and innovations that set the brand apart from other sports and running shoes.

Maximum cushioning

Hoka's trademark is its extra-thick EVA foam midsole. This provides excellent shock absorption without making the shoe feel heavy. As a result, many users experience less strain on their knees and joints, especially during long distances or recovery training.

Meta-Rocker Geometry

Meta-Rocker Geometry is one of Hoka's most distinctive innovations. It means that the sole has a slightly curved shape, a bit like the bottom of a rocking chair. This helps with a smooth, forward roll of the foot, reduces fatigue and promotes a natural running style. This technology can be found in almost all Hoka shoes, including the Clifton and Speedgoat models.

Active Foot Frame

Hoka's Active Foot Frame technology ensures that instead of standing on top of the sole, your foot "sinks" slightly into the sole — as if it were sitting in a bucket. This provides extra stability without the need for heavy or stiff elements, such as traditional medial support. It is ideal for runners who want stability but not excessive correction.

Hoka's Carbon Plates

The carbon plate is one of the most talked-about innovations in modern running shoes, and Hoka has integrated this technology in its own unique way into various performance models. A carbon plate is a thin, stiff plate made of carbon fibre that is placed between the layers of the midsole. The aim is to reduce energy loss when the foot rolls, give the shoe more stiffness (allowing you to roll faster) and create a kind of "spring effect" that helps with push-off. This technology became known through competition shoes such as the Nike Vaporfly, but Hoka was one of the first brands to offer an alternative with more stability and cushioning.

Sustainability

Hoka places sustainability high on its agenda. Under the slogan "Yes to Less", the brand is committed to reducing its environmental impact and producing more sustainably. Below is an overview of their most important initiatives and goals:

Sustainable materials and production

Hoka has some ambitious goals when it comes to the materials it uses. More than 97% of Hoka's shoes currently contain at least one preferred material, such as recycled, renewable or natural material. By 2030, Hoka wants 55% of the co-polyester fibres in its shoes to come from renewable or recycled sources. Since 2016, Hoka has saved more than 802,000 trees by using recycled paper in their packaging.

The Hoka TC 1.0

The Hoka TC 1.0 is a running shoe that focuses on sustainability and minimalism without compromising on performance or comfort. The model is designed according to Hoka's “less is more” philosophy, with a focus on essential functionality and environmentally friendly materials. The upper, which provides breathability and lightweight comfort, is made from 100% recycled polyester. The EVA foam insole is designed using 30% recycled sugarcane, which contributes to cushioning and a lower environmental impact. The Vibram® Ecostep Natural outsole is made from 90% oil-free ingredients and 100% natural pigments, further reducing its ecological footprint.

Social responsibility

Diversity and inclusion: Hoka aims to have 60% of the people in their marketing campaigns be Black, Indigenous or LGBTQ+. Donations and volunteering: Parent company Deckers Brands has donated $500,000 to organisations that support social and racial justice. Employees receive 24 hours of paid volunteer time per year..

Hoka Store

In the Netherlands, Twinseasons is an official Hoka dealer with a shop and also an extensive range on the webshop. Shop in our Hoka store and experience how durable and high-quality Hoka products are.