HOKA，和UGG、勃肯鞋和洞洞鞋一起，被网友们列为"四大丑鞋"。 社交媒体上说它什么的都有，"泡沫板""奶奶鞋""笨笨的"，却能让玩鞋20多年、拥有上千双收藏的资深玩家一年320天都穿在脚上，也能让广大网友从"太 丑不买"，到买后"真香"。 这个被称为"年轻人的足力健"的品牌，是怎样和昂跑、萨洛蒙一起成为"中产新三宝"的？HOKA 到底踩中了什么？一千一双的HOKA鞋是智商税吗？从耐 克、阿迪达斯到HOKA、昂跑、萨洛蒙，中国年轻人的审美和消费心理发生了怎样的转向？ #01 丑，但还是要买单 自媒体博主狗哥玩鞋已经超过20年。他收藏的鞋子超过一千双，有两个总计接近300平米的仓库用来收纳。鞋子太多，以至于每次踏入仓库，他都会有新 发现。"诶！原来我还有这双鞋呢！" 如果狗哥愿意，他可以一天穿两双不同的鞋，也可以做到365天，天天不重样。但HOKA在他脚上的时间，一年内能超过320天。 2018年，日本潮流主理人西山彻、保加利亚设计师Kiko Kostadinov、美国说唱歌手Kenya West，以及彼时还引领着国内型男潮流的明星余文乐，集体穿上 了HOKA鞋。狗哥心动了。那一年，HOKA还不好买，他亲自跑 ...

Group 1 - Outdoor clothing has been reinterpreted by office workers, symbolizing aspirations and ambitions in the workplace [2][3][5] - Brands like The North Face, Salomon, and HOKA have transformed from symbols of freedom to "invisible uniforms" for office workers [3][4][29] - The term "班味儿" (office flavor) has emerged, reflecting a shared sense of overwork and fatigue among young professionals in major cities [14][15][20] Group 2 - The pricing of outdoor apparel has increased, with items like polo shirts from Descente selling for around 890 yuan, indicating a shift towards luxury in work attire [22][23][24] - Brands are not actively marketing the "班味儿" concept, but the association is growing among consumers who are willing to pay for these items as a status symbol [27][21] - The trend suggests a cultural shift where outdoor clothing, originally meant for leisure, is now intertwined with the pressures of office life [29][30]