Snoafers

Brands bet on snoafers as comfort meets street style 

IN THE world of fashion hybrids, there are skorts (shorts that look like skirts), jeggings (leggings made of stretch denim) and shackets (shirt-jackets). The latest style mash-up: Snoafers. 

One of the biggest trends in footwear combines the cushioned sole of a sneaker with the upper of a loafer, for a comfortable business-casual shoe that is meant to be worn anywhere. Although their divisive appearance initially generated backlash, snoafers have emerged as a viral breakout category for major sneaker brands including New Balance Atheltics Inc, Hoka and Puma SE, selling out quickly and landing on online marketplaces at wildly inflated prices since last year. 

Joining the trend late is Nike Inc, which recently introduced its Air Max Phenomena, created through the company’s Serena Williams Design Crew apprenticeship programme. Prior to its release last month, the US$155 (RMRM728.50) snoafer was listed on StockX LLC for as much as US$500, fuelling buzz for the sportswear giant after a year-long sales slump. 

In a US$457 billion global footwear market loaded with sneakers, “customers are looking for something different,” said resale marketplace, StockX senior marketplace director Drew Haines, which has seen an influx of shoppers vying for the latest snoafers. 

Sneakerheads seem to be more open to unconventional silhouettes developed by a wider selection of brands, he said, an encouraging sign for footwear designers eager to experiment and stand out from the competition. When trends in fashion arise, they historically tend to have short lifespans — something that has become more pronounced in a culture driven by social media, forcing companies to constantly innovate to stay ahead.

“I do think brands are going to start to take some of these risks… to produce and release products that are outside of the traditional scope,” Haines said. “Whenever they do that, it seems to really resonate.” 

New Balance began selling its snoafer, the 1906L, in September and is credited with popularising the silhouette.

“We’ve been blown away by how the 1906L has been embraced — not just by sneaker fans, but by a broader audience,” said New Balance design manager Charlotte Lee. “It’s opened up a new design space for us and we’re definitely planning to explore that further.”

That includes new colours and materials expected to be released soon. New Balance did not provide sales figures, but the shoes quickly sold out online in the US and Lee said demand has remained strong beyond the  initial drop.

“We wanted to challenge the perception of loafers,” she said. By fusing the performance of a sneaker with the “dressier” look of formal footwear, the 1906L is “a product that fits how people actually live and move.” 

Hoka, known for its running shoes, is currently sold out of its all-gender Speed Loafer, which retails for US$185. Puma debuted its Sophyr loafer last year and is still sold out in multiple sizes. 

Nike-owned Converse is also getting in the game, unveiling its All-Star Coinloafer in the US in June. Different variations of the shoe have been offered in Japan as early as 2022, according to Women’s Wear Daily. 

The hype hasn’t let up: Online searches for New Balance’s 1906 L have increased 3,700% on StockX since the first quarter last year (1Q25) — months before its release. 

Kelly Baartman, 27, bought a pair of Rich Oak 1906Ls from a shoe store called Archive in June and said she loves the formal-meets-athleticwear versatility of the shoes. 

“I love wearing a sneaker and I love wearing a loafer,” the content creator from South Africa said. “To see that concept come together, just based on my personal style, I was like, ‘Oh, this is literally perfect.’” 

Angel Edme, a content creator from Brooklyn, said she loves when brands try new things. 

“It was something different,” she said of her 1906Ls, which she wears to run errands and attend creator events. “It was something fresh and it was something playful that I can possibly mess around with and find new ways of styling.” 

Even big apparel companies are taking note. 

“The loafer is 100% making a comeback in every single form,” Gap Brand president and CEO Mark Breitbard, said in an interview with Bloomberg. He said Gap takes into account what shoe styles are trending when the company designs its jeans, to ensure its clothes will look good with what shoppers are wearing on their feet. — Bloomberg

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• This article first appeared in The Malaysian Reserve weekly print edition

The post Snoafers become footwear’s hottest trend appeared first on The Malaysian Reserve.