footwear<\/a> itself, the teams focused on creating a timeless expression anchored in one of Hoka\u2019s most recognizable silhouettes.<\/p>\n\n\t\u201cIf Hoka were distilled down into one model, I think it\u2019s the Bondi,\u201d said Chris Hui, design director for lifestyle footwear at Hoka. \u201cIt\u2019s the shoe that has stood for what really defined Hoka, as far as shape, proportion [and] feel.\u201d<\/p>\n
\n\tThe collaboration was built around what Hui described as a balance between heritage and restraint, with Beams bringing a curatorial lens to color and material choices.<\/p>\n
\n\t\u201cTo work on that model with Beams in an execution and a color palette that also felt timeless brought the best of both worlds together,\u201d he said.<\/p>\n
\n\tThe resulting colorways draw on camo-inspired foundations in muted greens, creams and off-whites, with the Beams branding subtly embedded within the patterning.<\/p>\n
\n\t\u201cWhat I think is kind of cool about these shoes is we think about how products are perceived from 30 feet, from three feet, and from three inches,\u201d Hui said. \u201cFrom 30 feet away, it looks like a white and brown shoe. From three feet, you start to appreciate an organic graphic. And from three inches away, you start to discover hidden Hoka and Beams logos within the print. It\u2019s rewarding the consumer.\u201d<\/p>\n
\n\tThat layered design approach reflects a broader industry shift toward what designers increasingly describe as \u201cdiscovery-based\u201d product storytelling, where detail is revealed through proximity and engagement rather than immediate visibility.<\/p>\n
\n\tThe shoe itself remains fully rooted in Hoka\u2019s performance DNA, even as it is positioned for lifestyle use.<\/p>\n
\n\t\u201cThe fusion of performance and lifestyle is a space that we\u2019re really comfortable in and is really pure for our brand,\u201d Hui said. \u201cIt is the same shoe that we used as a performance silhouette and kept the integrity of the product entirely the same, but whether it\u2019s with running shorts or cargo bottoms, the dynamic nature of this shoe is an embodiment of how we perceive lifestyle.\u201d<\/p>\n
\n\tAcross both brands, curiosity emerged as the most consistent theme \u2014 not only in design, but in how products are meant to be experienced.<\/p>\n
\n\t\u201cThere should always be a sense of curiosity in the products that we create,\u201d Hui said. \u201cCuriosity from our side when we\u2019re designing, and curiosity from consumers. I want people to see something and think: I want to go touch it, I want to go put it on my feet, I want to go for a run in it.\u201d<\/p>\n
\n\tThat thinking extends into retail strategy, where both companies increasingly view wholesale partners and stores as experiential environments rather than transactional points of sale.<\/p>\n
\n\t\u201cWe think of ourselves as an experience design team, not just a product design team,\u201d Hui said. \u201cHow do we attract them to the wall? How do they engage with the product? And what\u2019s the experience they feel once they\u2019re in?\u201d<\/p>\n
\t\t\t\t\t\t![\"\"](\"https:\/\/wwd.com\/wp-content\/themes\/vip\/pmc-wwd-2021\/assets\/public\/lazyload-fallback.gif\")
<\/p>\n
\t\t\t\t\tA view on the Hoka x Beams launch event.<\/p>\n
\n\tCykana echoed that perspective, framing retail as central to both credibility and discovery.<\/p>\n
\n\t\u201cOur wholesale accounts continue to be the backbone for credibility, authenticity, and that\u2019s why we lean on them immensely to validate and really become the place in which discovery still happens,\u201d he said.<\/p>\n
\n\tThe Paris Fashion Week showroom itself reflected that strategy, serving as both presentation space and business development platform during a week when buyers from key global markets were in the city.<\/p>\n
\n\tWhile Hoka continues to expand its presence in fashion-adjacent contexts, the brand emphasized that its growth remains rooted in performance credibility and carefully chosen partnerships.<\/p>\n
\n\t\u201cThe fusion of performance and lifestyle is a space that we\u2019re really comfortable in and is really pure for our brand,\u201d Cykana said. \u201cIt is the same shoe that we used as a performance silhouette and kept the integrity of the product entirely the same.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"PARIS \u2014 A parallel calendar of sportswear and activations has emerged alongside Paris Men\u2019s Fashion Week each June,…\n","protected":false},"author":2,"featured_media":515532,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8],"tags":[146331,146,20730,236293,85,46],"class_list":["post-515531","post","type-post","status-publish","format-standard","has-post-thumbnail","category-entertainment","tag-beams","tag-entertainment","tag-footwear","tag-hoka","tag-il","tag-israel"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/posts\/515531","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/comments?post=515531"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/posts\/515531\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/media\/515532"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/media?parent=515531"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/categories?post=515531"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/tags?post=515531"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}