Hoka and Beams turn 'Bondi 7' into a lifestyle sneaker

Hoka, part of US group Deckers Brands, has announced its first collaboration with Beams, one of Japan's leading fashion and lifestyle retailers, according to a press release. Marking Beams' 50th anniversary, the two brands have reworked the Hoka Bondi 7, one of the running brand's best-known silhouettes.

The Bondi 7 Beams draws on the palette of Japanese Zen gardens, referencing the earth tones of karesansui, the traditional dry landscape gardens, and the weathered timber of historic temples, expressed through two camouflage colourways. It keeps the Bondi 7's maximum cushioning while adding a custom camouflage pattern created for the project that incorporates both brand names.

"Using the Bondi 7 as our foundation, we introduced Beams' fashion design perspective to one of Hoka's most recognisable silhouettes," said Keita Kobayashi, menswear casual buyer at Beams, adding that the aim was a shoe that sits within the American casual style central to the retailer's identity. Thomas Cykana, senior director of global collaborations and partnerships at Hoka, said Tokyo has long been a space for the brand to move beyond performance into streetwear and fashion.

The Hoka x Beams Bondi 7 releases early through Beams stores in Japan and Taiwan and the Beams Japan online store from 7 August. The global Hoka and wholesale launch follows on 14 August, in two colourways, Chestnut/Black Bean and Turtledove/Tidal Foam, online and through selected retail partners for 175 euros, 155 pounds or 195 Swiss francs.