Hoka

The maximalist-cushioning brand that podiatrists and ultramarathoners both swear by has expanded into apparel with the same data-driven approach to comfort, and its Bondi silhouette — its flagship max-cushion shoe — has become an unlikely streetwear phenomenon, worn as much for its exaggerated, chunky look as for the cushioning underneath. Hoka's rise from a niche ultrarunning brand to a mainstream lifestyle name has been one of the fastest in recent footwear history.