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Hoka One One Branches Out Beyond Footwear

Performance footwear brand Hoka One One is expanding into new categories with an inclusively designed 27-piece collection of apparel and accessories that will give consumers a chance to dress head to toe in Hoka One One.

The Deckers-owned brand will mostly stick to its performance focus, offering running and fitness apparel including hats, tops, socks, tights and woven shorts, Hoka One One said.

“Our mission at Hoka is to empower athletes of all types to feel like they can fly, and that mission frequently leads us to break new ground in creating products that will out-perform the competition,” Hoka One One president Wendy Yang said in a statement. “Our new apparel line includes previously unseen designs meant to meet the unique needs of the Hoka consumer.”

Designs like the performance three-quarter sleeve top and the “comfortably-fitting yet secure-at-the-waist” Women’s Performance Utility Shirt are expressions of those needs, Hoka One One said, and the collection was purposefully designed to be as inclusive as possible.

Lifestyle pieces like T-shirts, structured-fit hoodies, hats and puffy outerwear are designed to appeal to less performance-minded consumers.

“Equally important, we believe no athlete should have to choose between technology designed for high-level performance and a comfortable fit and feel,” Yang added.

Performance isn’t the only thing Hoka One One had in mind when designing the collection. There is also a sustainability element to the line of new apparel and accessories, represented in the 100 percent post-consumer recycled content Primaloft insulation found in its Unisex Puffy Jacket and the Polartec Power Dry fabric (50 percent recycled fibers) in each performance top.

Hoka One One said it began gathering consumer information to help inform and build the collection as early as 2018. Hoka One One conducted a survey of performance apparel consumers and received close to 4,000 responses to put to use during the design process. Most consumers wanted high-performance apparel that could fit a wide variety of athletes, the survey found.

This month, Hoka One One will also mail a recycled-paper print catalog featuring the collection.

Hoka One One’s approach to performance and sport-inspired products appears to be effective with consumers, as Deckers’ Q3 financial report showed 63.6 percent sales growth for the running brand.

The 27-piece apparel and accessories collection is currently available through Hoka One One’s website, with prices ranging from $52 for performance T-shirts to $250 for the brand’s Gore-Tex Shakedry Run Jacket.