By Jessica Ye (Jessica Yap)

Emma Rogue has a wardrobe full of clothes with history. So seeing the New York vintage curator in HOKA’s latest Clifton UTL is quite the change of pace.

The founder of ROGUE vintage shops is the face of HOKA’s latest campaign, wearing the new Clifton with vintage denim, T-shirts and tailored pieces as she moves through New York. Between running three shops, sourcing vintage, attending meetings and heading to events, Rogue spends very little time standing still.

Emma Rogue wears the Clifton UTL with vintage-inspired styling. | Image: HOKA

The Clifton UTL itself is not exactly shy. HOKA has taken its familiar Clifton running silhouette and given it a more substantial look, with breathable mesh reinforced by raised PU-moulded detailing. The structured upper gives the shoe a tougher appearance, while reflective laces and webbing add a technical touch. The CMEVA cushioned midsole keeps the comfort the Clifton is known for, with a Durabrasion rubber outsole underneath for everyday traction.

What caught my eye is how Rogue wears it. The shoe is chunky and technical, but next to worn-in denim and vintage pieces, it does not suddenly look like a running shoe that has taken a wrong turn. The generous sole gives oversized clothes more weight, while the moulded upper adds some definition to softer pieces.

The Clifton UTL combines a breathable mesh upper with raised PU-moulded detailing | Image: HOKA

Rogue herself puts it rather well: she does not want to sacrifice her fit for comfort. I am with her on that.

Her campaign follows her through a typical day in New York, from catching the subway and walking the streets to stopping at galleries, heading to meetings and carrying on into the evening. It is a much more believable setting for a shoe like this than a perfectly clean studio floor.

Emma Rogue takes the HOKA’s Clifton UTL to the streets in New York| Image: HOKA

The colourways give the Clifton UTL two rather different personalities. The Key Cities exclusive in CILANTRO is bright, bold and certainly not interested in disappearing into the background. The global COSMIC GREY / STELLAR GREY version is considerably easier to work into an everyday wardrobe, particularly if your rotation involves plenty of black, denim or tailoring.

The Clifton UTL still has all the things that make a HOKA immediately recognisable. The cushioning is generous, the sole is chunky and the technical details are right there for everyone to see. It has simply been given a little more attitude for the city.

The Clifton UTL in COSMIC GREY / STELLAR GREY | Image: HOKA

And perhaps that is why Rogue is such a good choice for the campaign. Her vintage pieces bring the shoe into a different conversation, while the Clifton UTL brings something newer and more technical back into the mix.

I like the combination.

The HOKA Clifton UTL in COSMIC GREY / STELLAR GREY launches at the HOKA Raffles City Store, available in men’s and women’s sizes for SGD $229.

Jessica Ye's avatar
Posted by:Jessica Ye

Jessica Ye (Jessica Yap) is the Founder and Editor-in-Chief of Couture Troopers and a marketing veteran with 15 years of experience in the retail and fashion sectors. Holding a First Class Honours degree in Fashion Media & Industries from Goldsmiths, University of London, she balances high-level strategy with the creative fire of a true-blooded Leo. Jessica is a vocal critic of over-commercialisation, believing that art must always remain at the heart of fashion. She specialises in crafting narratives that preserve artistic value while driving industry impact.