_J.L-A.L_ and HOKA Reunite on the Trails
We spoke with representatives of the two brands to discuss their latest campaign, featuring the Mafate X.
_J.L-A.L_ and HOKA‘s partnership was inevitable. Before Jean-Luc Ambridge Lavelle launched his eponymous label, he was already in talks with Thomas Cykana, HOKA’s senior director of collaborations. The duo launched a two-shoe collaboration back in early 2023, reworking the Tor Ultra Boot.
Now, it’s time for the second chapter of this connection to unfold. The Mafate X, one of HOKA’s technical trail runners, is the focal point of this project. While centered around performance, _J.L-A.L_ has applied its nuanced approach to design to merge the worlds of lifestyle and sport. The subtle use of elements like a shimmering finish serve as nods to various points of inspiration, including iridescent sushi. To fully dive into this new campaign, we spoke with Jean-Luc Ambridge Lavelle and Thomas Cykana to learn more about their beginnings and where it has taken them.
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The first _J.L-A.L_ x HOKA project was well-received by fans of both brands. How did the two parties initially connect?
Thomas Cykana: I contacted Jean-Luc when he began designing apparel and hand-cutting patterns. His natural taste and knack for silhouette were unmistakable early on, so we were lucky to launch our debut collaboration on the first day his webstore opened in January 2023. His ability to touch the Tor Ultra made our Paris Fashion Week a success.
Jean-Luc Ambridge Lavelle: We connected before I even started the brand. Thomas reached out via Instagram about working together on a project, and throughout the process, _J.L-A.L_ was born. It made sense to release the collaboration within this context.
When putting the second collaboration together, what was your starting point?
JLAL: The starting point this season was performance and silhouette. We wanted to produce something that met our perspective visually and held weight outside of a superficial value base. Although I’m not a trail runner, I spend significant time in the mountains and frequent trails. This shoe feels like something I would use, and it benefits people on a performance level.
TC: HOKA is no stranger to technically crafted products, so focusing on using one of our most innovative shoes was a no-brainer. The Mafate X launched the first carbon fiber plate of its kind within the HOKA range, making it the perfect candidate for this partnership.
“We connected before I even started [_J.L-A.L_].”
What makes the Mafate X an excellent canvas for this collaboration?
TC: This shoe embodies HOKA’s most iconic trail running aesthetic in proportion and figure. Seeing the reflectivity and laces dialed up by Jean-Luc makes this version special.
JLAL: For me, it was the levels of texture and engineering. We saw a lot of room to develop it visually and enjoyed honing in on different materials and techniques.
What sort of feeling do you hope people get when wearing the shoe?
TC: My greatest hope is that this shoe enables the wearer to be freed of their inhibitions, even if only for a moment, and take a leap into the unknown. As a brand made to move people, this collaboration is a testament to our commitment to movement beyond the physical and into the creative and emotional realms. How “From Earth & Water” combines traditional earthen materials and reshapes perspective is a beautiful expression of what movement can mean beyond trail running.
JLAL: On top of this, just enjoying it! Whether visually or in a performance sense.
Generally speaking, what is the importance of collaborations to HOKA?
TC: Collaborations are about taking the brand to new places and reaching greater heights. Our partners help reveal truths about the brand and unlock opportunities we couldn’t otherwise see.
Which _J.L-A.L_ designs do you see the shoes best complementing?
JLAL: We designed these in conjunction with our Fall/Winter 2025 collection. The color palettes are inspired by multiple elements of the season while staying true to the internal narrative we were developing for the Mafate X.
What about _J.L-A.L_ makes the brand a suitable partner for HOKA?
TC: _J.L-A.L_ has an eye for detail and an irreverent quirk that perfectly matches our brand. The pattern making, ornamental trims, and elegant utility make for a perfect partnership.
How does HOKA fit into the world of _J.L-A.L_?
JLAL: I’ve always respected HOKA. Their design process and approach are against the norm, which is something they’ve stayed true to. This commitment results in true innovation and feels unwavering in the noise of trends. I respect the approach and hope to maintain a similar dedication to design.
The _J.L-A.L_ x HOKA Mafate X will be available on August 22 in both colorways at a price of $250 USD via HOKA and select retailers worldwide. Before that, _J.L-A.L_ is set to host an exclusive pre-release on August 21.
