An Instagram ad for the Norda 001 in vermilion stopped me in my tracks—literally. One moment, I was scrolling idly on my phone; the next, I was mesmerized by a shoe that burned bright against my screen. It was a blaze of red that somehow balanced raw technicality with refined design. For the first time in my life, I wanted a trail running shoe just because of how it looked.
Then the subway doors closed, and I realized I had missed my stop.
That moment lingered. As a trail ultrarunner, my approach to footwear has always been utilitarian: GORE-TEX for waterproofing, Vibram soles for traction, and reflective detailing for visibility on early-morning runs. Aesthetic considerations rarely, if ever, entered the equation. But that ad prompted a question I hadn’t asked before: When did trail shoes become suitable for more than just the trail?
From ridgelines to city lines
Trail shoes were once a niche category, designed for runners willing to trade aesthetics for function—those who found beauty in steep climbs, technical descents and long hours in unpredictable terrain. But over the past few years, the visual language of the outdoors has entered the cultural mainstream.
Salomon’s XT-6 was an early catalyst, transitioning from high-alpine trails to the fashion world through limited-edition drops and high-profile collaborations. Hoka’s maximalist Mafates and Speedgoats followed suit, embraced by sneakerheads for their comfort and distinctive silhouettes. These shoes have become increasingly visible in urban settings—on subway platforms, in coffee shops and at weekend markets.
This shift coincides with the rise of “gorpcore,” a fashion movement that embraces utilitarian outdoor gear as a style statement. Materials like GORE-TEX, Vibram and Dyneema now serve dual purposes: performance on rugged terrain and visual appeal in daily life. What was once a signal of function is now a marker of taste.
The Norda approach
Unlike other brands that were adopted into the streetwear space organically, Norda appears to have anticipated and designed for this intersection from the beginning. Based in Canada, the brand has focused on merging performance-grade materials with design-forward aesthetics. Their use of bio-based Dyneema—a material known for its exceptional strength-to-weight ratio—lends their shoes a near-futuristic quality, while their colour palettes and minimalist branding convey a refined visual identity.
Norda’s intentional fusion of performance and style was prominently displayed at Paris Fashion Week 2025. At the Swiss Institute showroom, they previewed new colourways for their 001, 002, and 003 models, and introduced the 005, which garnered significant attention for its innovative design and comfort. This strategic presence among fashion elites underscores Norda’s commitment to bridging the gap between technical trail footwear and high fashion.
Not just a trend—a shift
The integration of trail shoes into everyday style reflects a broader cultural movement toward versatility, longevity and performance-driven design. Trail running itself is seeing remarkable growth, indicating a rising appreciation for the sport and its associated gear. This moment brings an unexpected benefit: gear once confined to singletrack, fire roads and technical terrain now fits effortlessly into everyday life. A pair of shoes that excels on muddy ridgelines can just as easily anchor a weekend outfit.
So yes, I missed my subway stop. But I also caught a glimpse of something more: a future where the worlds of trail running and streetwear don’t just intersect—they complement and elevate one another.
