Hoka Clifton 10 Black

The Clifton 10 in black is Hoka hiding in plain sight. The Clifton is the lighter side of the brand's cushioning idea, the model that convinced people an oversized midsole did not have to feel like a platform, and blacking it out removes the last visual signal that you are wearing a maximalist shoe at all. That matters more than it sounds, because Hoka's whole identity was built on being visually obvious: thick sidewalls, loud colour blocking, a silhouette that argued with the minimal running shoes of 2009. A black Clifton is the version for people who want the ride and none of the announcement, which is a big part of how the brand reached 1.8 billion US dollars in annual revenue.