HOKA opened the doors to “The Hybrid Space” with a clear statement of intent: performance doesn’t have to live in isolation from sneaker culture. At the centre of it all sat the HOKA Stinson One7. Built from the bones of the iconic Stinson 7, the silhouette features a translucent upper and an internal cage inspired by the Stinson Lite, finished with a 3D-modded TPU heel clip. Surprisingly lightweight yet unmistakably trail-ready, it’s a confident merging of function, aesthetic, and HOKA’s unmistakable identity.
This evolution extends HOKA’s reach beyond its core, performance-devoted audience and into a more fashion-forward space. That shift was reflected in the room itself, with London usuals in full attendance including Hellacreps, Vine.fits, and SneakerSisterhood. The goal of the Stinson One7 is not to become another streetwear silhouette, but to spark conversation and appreciation around performance. The lines continue to blur, and HOKA’s reputation only grows stronger as it navigates that space with intent rather than compromise.
Front of house, visitors are immediately grounded by the Triple Black Stinson One7, presented atop three raw British stones. The choice of material is deliberate and symbolic, anchoring the product in the realities of the trail rather than the polish of a showroom. Each stone reflects the uneven, unpredictable terrain the shoe is built to move through, reinforcing HOKA’s performance-first DNA while setting a striking visual contrast against the controlled interior space.
– Black limestone sourced from the Peak District
– Cream limestone drawn from the Cotswolds
– Blue limestone from the Dorset and Somerset coastline
Footwear was displayed throughout The Hybrid Space, celebrating the innovation HOKA continues to lead with, but it was the setting itself that created a striking juxtaposition. The shoes were framed by sculptural furniture pieces created in collaboration with Thomas Serruys and Sam Whyman, each drawing direct inspiration from the Stinson silhouette. Performance footwear met considered design, technical innovation placed alongside slow, deliberate craftsmanship. It marked a first-of-its-kind experiential moment for the brand and hinted clearly at the direction HOKA is moving in.
Sustainability sits at the heart of Whyman’s practice. All timber is sustainably grown and sourced from local woodlands within a 50-mile radius of his workshop. This deep local knowledge, combined with an understanding of materials and construction, ensures longevity not just in form, but in philosophy. His One7 Chair draws equally from city and outdoors. Inspired by runs from Bristol’s city centre into the surrounding green spaces, the seat appears to float between monolithic timber sides, supported by a corded seat and backrest. It balances perceived mass with genuine lightness, closely mirroring the ethos of the shoe itself.
In contrast, Thomas Serruys’ Rollmaster Chair brought a more industrial, time-worn presence into the space. Inspired by traditional library seating, the piece reflects Serruys’ grounding in logic, simplicity, and traditional craftsmanship. Since opening his atelier in 2016, the Belgian designer has built a practice rooted in materials chosen specifically for how they age and evolve. Constructed from galvanised steel with a free-cut steel seat, hammered legs, and a curved forged tubular backrest, the Rollmaster is finished with industrial wheels and made entirely using traditional techniques. Designed to wear, tarnish, and absorb its surroundings, its imperfections are intentional. The result is a dialogue between past and present, where rawness, ageing, and lived-in character stand in deliberate contrast to the technical precision of the footwear on display.
To complete the atmosphere, the space was infused with a bespoke collaborative scent titled “Lake District.” Designed to bridge everyday lifestyle with HOKA’s trail-running DNA, the fragrance was developed by Attirecare through multiple iterations and testing phases. Notes of juniper berry, lavender, clary sage, and cedarwood work together to evoke a feeling of escapism and grounded calm in the busy streets of London
HOKA isn’t chasing a fashion consumers its bringing them into their world and shaping the conversation around it. The Hybrid Space was a statement: performance, culture, design, and sustainability can coexist without dilution. Following a short break of pastries from Pophams. We sat down, with Joe Wade the UK Trade Marketing Manager and Jhon Cosgrove the Field Experience Rep for HOKA UK to talk about the Stinson one7, the activation space and Hokas plans for the UK.
Could you talk about your background and how you got working with Hoka?
Joe: My background is in performance running, mainly track and cross-country. I ran for years but after a long-term injury, I started looking at different footwear to help me recover. I came across HOKA early on and was immediately sold after trying the Clifton 1. I got chatting to a local rep who was visiting the Isle of Wight, where I live, and that connection led to me becoming an ambassador shortly after. From there I started doing ad hoc work because I genuinely loved the brand. When a role opened up, I stepped into a tech rep position, stayed there for five years, then moved into Assistant UK Trade Marketing Manager before becoming UK Trade Marketing Manager. I’ve been with HOKA full-time for nine years now.
Jhon: I’ve been at HOKA for just over three years. Before that, I was working in retail. Joe was actually doing the role I later stepped into. He came into the store one day and said, “Do you want to try these shoes?” At first I thought they looked crazy and that I could never run in them. Once I put them on I immediately changed my mind. They felt incredible. I became a HOKA racer and ambassador shortly after helping out at events, and when a role came up I went for it. Honestly, it’s the best job I’ve ever had and that’s the truth.
The Stinson launched in 2012. Do you remember your first experience with it?
Joe: The Stinson was one of HOKA’s original core models alongside the Mafate and Bondi, covering road, trail, and ATR. I tried the Bondi first, then the Mafate, and the Stinson came later. When I started working full-time, I initially felt I’d missed some of the performance side of the Stinson. But when we began bringing it back and moving into lifestyle, especially as high stack heights became desirable again, I was drawn back in. The OG bringbacks really clicked. It’s become a stalwart for us in the lifestyle space while still carrying that performance DNA it was designed around.
Jhon: For me, the Stinson was always about stability and maximum cushioning on the trail. It sat alongside models like the Challenger as an all-terrain option, but with that extra stack height for long-distance runs. You had comfort, stability, and protection all in one and for that it’s always been a regular for me.
The Stinson has evolved from a performance shoe into something more lifestyle-focused. How do you see the Stinson ONE7 fitting into the HOKA range?
Joe: When HOKA first launched, people looked at the shoes and thought, “Wow, what is that?” There was a bit of scepticism. Now it’s come full circle. People look at them and think, “those are really cool.” With the Stinson ONE7, we do categorise it as a lifestyle shoe, something to wear day to day and style in different ways. But it’s still rooted in performance. It uses the Stinson 7 midsole and the same lug configuration, so it absolutely has technical credibility.
Jhon: That’s a great question. It’s a true hybrid. The midsole is taken from the Stinson 7 performance model, which is still available, and the upper comes from the Stinson Lite, a shoe we released back in 2016. The lite wasn’t a massive commercial model for us, but it looked incredible. We took that tooling and combined it with the Stinson 7 base to create something that blends performance and lifestyle seamlessly.
There have been several colourways released so far. Was there a specific reason behind starting with grey, black, blue and red.
Joe: That decision sits more with the brand and merchandising teams, so I don’t have a definitive answer. But you can clearly see the intent, especially with the blue and yellow colourway. That’s pure heritage. It will drop a little later, around Christmas, and it just feels very HOKA. Very traditional, very true to the Stinson as a model.
Jhon: The current colourways work really well together. You’ve got the classic black with silver detailing, which feels timeless. The grey, white, and black option is very commercial and wearable. Then the red is bold and punchy, and people love it because it stands out. We have something for everyone.
