Jonah Weiner, the co-owner of the fashion newsletter Blackbird Spyplane, has been in a relationship with Hokas for years.
“I’ve had a saga of falling in and out of love that predates people knowing about them,” Mr. Weiner said in a phone call from Oakland, where he lives. After initially spotting the shoe in Outside magazine in 2015 (“they looked strange to me, in a way that I didn’t like in that moment, and yet they stayed with me”), he finally caved in 2018 and purchased an “unspecial pair” of Tor Ultra Lows he had seen older people wearing in a beloved Bay Area grocery store.
“I keep an eye on
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