The ugly shoe trend has boosted Hoka One One’s sales by 50%.

The ugly shoe trend has boosted Hoka One One’s sales by 50%. The athletic apparel brand is benefitting from influencer exposure, the athleisure era, and collaborations with companies like Outdoor Voices—as well as the current interest in clunky footwear. YPulse’s Cult of Ugly research found that 70% of 13-37-year-olds agree it’s cool now to wear clothing that was once considered ugly. Hoka One One’s parent Decker Brands knows a thing or two about riding the ugly shoe wave: they also own Teva and Uggs. (Business of Fashion, Footwear News)