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A couple of weeks ago Hoff jumped into the social media tidal wave because Mark Zuckerberg, the owner of almost everything (WhatsApp, Instagram, Facebook...), was wearing Hoff shoes. Well. Good. Algorithmic fodder.
Are we happy? Yes, but for the firm from Alicante, which shows how a brand from here, from Elche, has expanded internationally, which shows, in turn, that they do things right. But what brings us to these lines is the launch of 'City Primary', a limited edition, the first to be made entirely in leather, available from July 25 only online and in its Paris store (125 euros).
Its color palette is inspired by the Olympic rings, a bit retro, and reinterprets its iconic 'City' sneaker. A capsule collection composed of five models, like the five rings already hanging from the Eiffel Tower. Some details in rubber, suede leather, screen-printed waffle type sole, attractive mix of textures, creative direction by Jan Rivera Bosch (maybe you know him from Desigual, Mango, Massimo Dutti...), casual as a flag and the modesty of Fran Marchena, founder and CEO of Hoff: "We started in 2017, in Elche, as a digital brand, 'direct to consumer', taking advantage of the market trend in those years. Although we later opened other channels and have grown a lot we still consider ourselves a 'start-up' that is at the beginning of the road." Yes. It's modest.
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The most versatile sneakers.
"My father had a shoe company for 25 years, and from the time I was little I remember being in his factory, surrounded by leathers, heels and a lot of shoe components. He went on to have a brand of his own called 'Paco Marchena' and he used to bring shoes home for my mother, my sister and the whole family. Those moments take me back to the smell of leather and the atmosphere of the factory, something very special and meaningful to...