Hoka One One, the popular Deckers Brands-owned footwear label, announced on Tuesday that it is expanding into a new product category with the launch of its first-ever athletic apparel and accessories line, created with customer feedback in mind.
The new line’s launch collection features 27 pieces for men and women, including running and fitness staples such as tops, tights, shorts, socks, and hats, as well as casual lifestyle pieces.
Standout products include the Performance 3/4 Sleeve top and the Women’s Performance Utility Shirt, which aim to fill gaps in athletes’ wardrobes, while the Lifestyle Tee, structured fitting Hoodie and Unisex Puffy jacket are meant to offer comfortable essentials for off-track downtime.
Prices for apparel pieces range from $52 for a Lifestyle Tee or a Performance Tank to $250 for the Gore-Tex ShakeDry Run Jacket. Accessories retail for between $12 for Performance No-Show Socks and $35 for an Adventure bucket hat or a Performance hat.
The new line was designed using feedback from a consumer survey conducted by Hoka in 2018. The study’s nearly 4,000 respondents said they wanted adaptable, high-performance athletic apparel able to accommodate the needs of a range of different athletes, an inclusive perspective which served as the basis for the launch collection.
“Our mission at Hoka is to empower athletes of all types to feel like they can fly,” said Hoka One One president Wendy Yang in a release. “Our new apparel line includes previously unseen designs meant to meet the unique needs of the Hoka consumer. Equally important, we believe no athlete should have to choose between technology designed for high-level performance and a comfortable fit and feel. This new collection provides both, so everyone can feel ready to take on the world – or fly over it.”
The apparel and accessory line has also been produced in line with Hoka’s environmental commitments. The Unisex Puffy Jacket, for example, features PrimaLoft insulation, made from 100% post-consumer recycled content, while performance tops have been made using Polartec Power Dry fabric, which contains at least 50% recycled fibers.
Known for its high-performance running shoes, Hoka One One has become a consistent bright spot in the Deckers portfolio, leading the company’s growth in the third quarter ended December 31, 2019 with a staggering 63.6% year-over-year increase in its sales, which totaled $93.1 million.
With the brand’s expansion into apparel, its parent company will no doubt be hoping to see Hoka achieve the same kind of success in the new product category.
In February, Andrea O’Donnell, president of fashion lifestyle at Deckers, revealed in an interview with FashionNetwork.com that Ugg, the company’s largest brand, will also be taking its first steps into the apparel category later this year.
Hoka One One’s debut apparel and accessories collection are available now, exclusively on the brand’s e-commerce website. The collection will also be showcased in Hoka's first-ever print catalog, set to be mailed out later this month.