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Comfort-First Footwear Market Surges: How Ugly Shoes Became A Fashion Statement

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Hoka,Crocs,Asics

Hyunsoo Rim is an editorial fellow at Forbes, covering breaking news with a focus on business and finance. She graduated from New York University with a master’s degree in journalism, specializing in business and economic reporting.

Comfort-first footwear brands such as Birkenstock, Hoka, Crocs and On Running reported record-breaking first-quarter sales, as a shift in consumer preferences and strategic marketing tactics have transformed these once “ugly” shoes into fashion statements.$524 million in revenue for the quarter ending March 31—up 22% year-over-year—and raised its full-year sales growth guidance to 20% from the previous 17-18%.

The German sandal maker “achieved the highest revenue level” for the first quarter in the company’s history, driven by “growing demand for products across all segments, all channels and categories,” said CEO Oliver Reichert during last week’s earnings call.

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