Source: Xperiences In Chill
Deckers Lab is an experiment in design created by the person who delivered one of the best performing running shoes of the last ten years. The subdivision of Deckers Shoes, who purchased Hoka OneOne, founded by Jean-Luc Diard, has been working to develop concept sneakers that are both tech inspired, but functional. The result has been a new company operating under the radar, but definitely capable of delivering a more technical option for fashion first consumers looking for something different.
Think of DeckersLab as a car company. For a few years we get to see concept cars. They feature quirky tech advancements and materials not really ready for placement into production vehicles. As the years pass, cars begin to implement the tech found in the futuristic design elements of the concept rides. If you take a moment to visit Hoka’s site, you’ll find design elements that were born inside of DeckersLab. Which leads to the question, why create a new division?
The Ko-Z collection, pictured throughout, could easily be placed into the lineup for Hoka OneOne, but it seems that the acquisition of Hoka by Deckers has allowed for Deckers to keep the individual brands under the umbrella from shifting out of their lane. One of the biggest issues for many brands attempting to gather marketshare is that they over-extend themselves trying to capture new demographics. If a running company begins to dabble in lifestyle, and it’s done incorrectly, it can take away from products the company is already succeeding in creating. Most companies don’t have the capital Nike has to throw products against the wall to see what sticks. They have to be more careful.
However, if a company can create concepts and also deliver those concepts to the consumer under the direction of a person who was once the CEO of Salomon and one of the thought leaders in cushioned trainers, then why not build a brand and deliver those concepts to the consumer? That’s what Deckers Lab is and this Ko-Z series, the description sounds like they might be creating some winners in house. Here is a description of the tech behind the shoes pictured here:
This product was made in a factory that supports women in our supply chain with the help of HERproject, a collaborative initiative that creates partnerships with brands like ours to empower and educate women in the workplace.
• Anatomic medium width performance running last
• EcoTan premium 10mm Twinface Sheepskin and suede leather
• Ergonomic PU footbed layered with memory foam with gentle arch support and a sculpted toe bar, underneath a plush 5mm looped wool top sole with supple leather heel pad for optimal grip, gentle arch support and moisture management
• Xponent+ Midsole featuring squaretail rear and multilayer CM EVA Foam with gradient density bringing the softest cushion closest to your feet
• Looped Wool: Mix of 80% natural wool, 20% recycled polyester
• Ultralight and ultra-wide 3mm sponge rubber outsole with Meta-Rocker geometry
• Underfoot Geometry: 126-95-100, 8mm drop, 17-25mm stack height
You can use the link above to visit the Deckers site, or grab pairs on eBay.