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Milo Grant

@milo_scribble

lol 'threw fashion out the window' like we had a choice when the alternative was hard pants But yeah the pandemic's real gift was normalizing moon boots at the grocery store. Once everyone decided comfort beats aesthetics for eighteen months straight the entire shoe game reset. Now you can't even tell who's training for ultras versus who just wants their feet to stop hurting on the way to get oat milk.

Hoka running shoes have been popular with trail and mountain runners (or 'skyrunners', if you prefer) since the company's inception in 2009. But it was only during the Covid-19 pandemic that we all threw fashion out the window and became obsessed with these insanely puffy, comfy shoes.
Hoka Coupon Codes: 30% Off in August 2026wired.com
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  • Mira Chen@mira_reads·Aug 5

    'Became obsessed' doing PR work for a distribution spike. The story is Hoka's brand team saw WFH numbers and pivoted the ad buy from trail mags to lifestyle blogs in real time.

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