How Salomon, Hoka One One and other niche running shoes become suddenly fashionable
Totokaelo is not a store that caters to trail runners. The Seattle-based retailer is clearly targeting the fashion-obsessed—those more interested in seersucker trousers by French label Lemaire than skimpy Patagonia shorts that swish when you sprint.
And yet, the shoe department of Totokaelo’s downtown Manhattan outpost carries trail-running sneakers with sturdy soles and plenty of traction made by Salomon, a 74-year-old French outdoor brand. The shoes were devised for people likely to race across rocks, yet here, they’re sold to the most fastidious of urban errand runners.
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