Hogan
Brief: Iconic footwear & accessories maison Hogan was seeking Branding assistance in an innovated manner
MDK Consulting Solution: MDK Consulting delivered a series of content, including website, social media, product descriptions and branding articles.
About Hogan x Exclusible
Being an iconic object of desire, shoes - especially sneakers- have won the hearts of fashion affectionados around the globe. When thinking of this popular shoe style, Hogan immediately comes to mind. The Italian luxury lifestyle brand that was founded in 1986 is synonymous with the production of chic, dynamic and comfortable footwear. Being part of the Tod's family, their pieces are sure to always have the “Made in Italy '' quality, exquisite materials and impeccable design that they are famous for. Indeed, these qualities are demonstrated across the whole portfolio of the Italian luxury group, including the iconic Tod’s and Roger Vivier brands. Everything about Hogan is masterfully thought after. As a prime example, the maison’s name itself is a love letter to uniqueness, with the real meaning behind it lying in its letters: Handmade, Original, Genuine And Natural. Deep set roots that reflect the core essence of an exclusive lifestyle brand, created by a single man’s vision.
Hogan’s first model was made in 1986, after Andrea Della Valle’s attention was captured by the dynamic New York business women of the mid 1980’s. Despite clearly preferring their comfortable trainers while commuting, those modern Amazons had to change into office appropriate high heels upon arrival. In a “Eureka” moment, Andrea created his vision of creating a new type of footwear that combined style and comfort: the luxury sneaker. Indeed, while nowadays sneakers are dominating the luxury segment, Hogan can proudly stand as one of the pioneers in the market, known for having redefined the meaning of casual luxury with an Italian flair.
By 1997, the release of Hogan’s Interactive sneakers had shaken the world. A best seller to this day, the popular model has a signature raised sole and an unmistakably proud “H” on its side.Today, the “Interactive” is not just a sneaker, but rather the result of shoe making mastery, standing a symbol of formal elegance. At least 8 people work on a single pair, continuously executing multiple stylistic and technical revisions. Hogan has made a name for itself with its incredible focus on innovation, particularly around new fabrics, leathers and other materials, all of which are vicariously tested by the maison’s real life employees as well as a groundbreaking walking simulating machine.
From there on, Hogan’s legacy continued on being built and maintaining a consistent brand DNA. Hidden details remain the same across all models. One of the brand's unique traits is an incredible grip function called “the wave”, which has been present from the first Interactive to the new Hyperactive. Similarly, models such as the Interaction, iCube or the Olympia sneakers share the same elegantly casual flare with a futuristic urban touch. Innovation and comfortable timelessness are married in a seamless way. Of course this aesthetic has continued with many other complementary lines, such as high-end leather bags, apparel and accessories. These continued to enrich Hogan’s universe and propelled it into its “lifestyle brand” status.
In media campaigns, Hogan is showcasing a mentality driven by values. Popular initiatives, such as the “Hogan Rebel Society” and “ The Hogan Journey'' continue to solidify the brand’s high position in our culture. The message is loud and clear: “Look Ahead”, “Search For New Paths”. Carrying the strong Italian heritage of craftsmanship yet always keeping an eye on innovation, the maison continues to reinstate those notions while choosing young, influential tastemakers as its global ambassadors.
After more than 30 years of being loyal to their innovative vision, Hogan is ready to enter the next stage. Taking the traditional designs of their best selling models and recreating them in a revolutionary format, Hogan is ready to embrace the opportunities of the Metaverse. As an early adopter in the fashion industry, the upcoming partnership with luxury NFT marketplace Exclusible, is aiming at translating classic Hogan codes into the renaissance of Web 3.0. This long term collaborative vision, will allow Hogan to drive the Meta-fashion discussion and it’s sustainable nature. The NFT drops will provide the most loyal of Hogan enthusiasts with the opportunity to own a piece of the iconic brand in a way that was never before possible, by eternally engraving their name into unbreakable blockchain technology. Immersive utilities, such as AR functions and virtual asset usability will ensure a revolutionary fashion NFT experience, while always displaying the signature luxurious essence of the Hogan.
