STYLE      09.03.23




As an old saying has it, when you’re stuck in a rut, you must break the pattern. The routine of work is why hobbies exist, as hobbies are a remedy to the idleness of “being off,” and a statement about a virtuous and productive form of leisure: a training, or skill, that people often try to get better at over time.

Of course, many hobbyists enjoy this effort: engaging in serious leisure activities is enriching as it provides a sense of fulfillment that is distinct from both relaxation and work for pay. People often consider their hobbies a great deal of their identity—you’re not just someone who takes pictures, you’re a photographer.

Portraying amateur photographers deeply absorbed in their hobby, what hits about Milan-based photographer Valerio Nico’s images is the surreal narrative they open up: the common hobbyists are depicted as paparazzi- like reporters who are willing to face the most absurd scenarios to shoot the perfect picture, fighting circumstances that put them well out of their stomping grounds.

It’s no coincidence that these hobbyists rely on HOKA, borne out of the unwavering belief that if you ignored the doubters, brushed off the critics, and poured your heart into a wild idea, it was possible to create a shoe that let people fly down mountains. HOKA empowers everyone to act fearlessly and creatively, to drive forward with purpose and passion with an “always-on” mindset for innovation and thinking outside the box. Like a hobby, HOKA encourages you to step out of your comfort zone, proving that willpower is what takes you right where you want to.