Over the past three years, UNNA has quietly built a name at the intersection of running, fashion, and mental well-being. Founded by John Ruben Holtback, the Swedish label brings a deeply personal story to the world of movement—rooted in Holtback’s own journey from health struggles to the therapeutic power of running. With a background in fashion and a vision to inspire people to move, UNNA has grown from a small passion project into a community-driven brand. Now, in collaboration with HOKA, UNNA is launching a special edition of the Speedgoat 2, a trail shoe reimagined with storytelling, symbolism, and style. We sat down with John to talk about how it all started, what the collaboration means, and what’s next for UNNA. Thanks man!
• Hey man, can you tell us who you are, what you do and how it all started with Unna?
My name is John Ruben Holtback, I founded UNNA a little over three years ago. I have been running consistently for about a decade, but I run for my mental well-being rather than performance. I started after a health scare when I was hospitalized a few times without ever getting a clear diagnosis. Out of frustration, I tried many things and running was the one that really stood out. It helped me get rid of sleep problems and the anxiety I had since my early teens.
After that I felt very strongly about movement and wanted to share it with my friends who were also struggling with anxiety and mental health issues. My way of running is simple: I just need to get out three times per week and cover 20 to 30 km. That is my sweet spot.
My background is in fashion. Straight out of university I started a menswear label called L’HOMME ROUGE. I studied economics but also took croquis classes on the side. The brand became quite successful, winning the Woolmark Prize and being named one of the future faces of global menswear by Interview Magazine in 2018.
UNNA combines these two passions. The vision is to inspire more people to move and feel better about themselves. We are three people in the team today. I mainly work as Creative Director and designer, but I also shoot content and do the marketing. A year ago I asked my brother to step in as CEO, which made my work much more focused since I did not need to think as much about the financial and administrative side.
• Now there’s a collab with HOKA. What inspired the Unna × HOKA Speedgoat 2 collaboration?
I wanted to tell a story that mattered. For a small brand like ours this is a huge moment and I wanted to make sure we used the opportunity well. My approach is always to first create something that works for running, and then adapt it so it fits into everyday life. That way people can use it in different ways, not just for the occasional run.
The shoe tells the story of the caterpillar. We are all caterpillars at the start of a process, and there is beauty in the journey whether you are just starting to walk to work or training for UTMB. I had wanted to do shoe accessories for a while before HOKA called, so I am really happy we created this playful detail together.
• How did it start? How long did it take from the first talk to the final product?
Thomas at HOKA reached out very early. At the time we had just made a small campaign with KAYO, very low budget — my intern shot it, I edited it myself, and I took the stills too. I am no photographer, but you learn as you go and I have a clear vision of what I want to do for UNNA.
I met the HOKA team in Paris during fashion week a little over two years ago. It took some time before the process really took off, but once it did we moved quickly. I could not have asked for a better partner. We have been approached by some of the really big names, but HOKA always felt like the right choice.
• What does this collab mean personally to you and what do you hope wearers feel?
It is a dream. I remember how I first got into fashion, just walking through the stores in my hometown every week. Now being on the other side, putting products into the best stores in the world like Dover Street Market and working with HOKA, I could almost stop here and be happy.
I am very grateful and trying to enjoy the moment instead of looking too far ahead. I want the wearer to feel good, look good, and be empowered by the story. And for people who see UNNA for the first time, I hope they feel curious enough to step into our world.
• Why the Speedgoat 2?
They asked me what shoe I wanted to work on and I said the Speedgoat. It has been my go-to trail shoe for the past six years. Luckily it was one of the options they already had in mind, so it was a quick decision. It feels special to design my personal favorite shoe from the HOKA lineup.
• And what’s the meaning of the caterpillar symbol in the design? (My son loves the one you gave me in Paris btw :D)
Haha yes, kids love it. HOKA did kids’ Speedgoats a few years back and it would be fun to do that too since UNNA is all about being wholesome.
We planned the release for August during UTMB, but with UNNA I also want to speak to beginners. We needed a symbol that told a clear story about starting out, and the caterpillar was perfect. Personal growth and transformation are what we are all about, because one day the caterpillar becomes a butterfly.
• How will it be released? Unna and Hoka only or via retailers?
We are starting with a first batch on unna.com and with Knees Up on the 12th of September. Then hoka.com and about 50 top-tier lifestyle and running stores will release it on the 19th.
We are doing events and takeovers with Knees Up next weekend, then I am heading to Korea for a three-week pop-up with Beaker filled with activities. There will also be events with KAYO in Stockholm and The Loop in Austin over the international launch weekend.
• What’s next for Unna? What are your plans?
We are continuing the collaboration with HOKA and looking at new ways to bring interesting stories and strong products to the market. Besides that we will focus on expanding the UNNA Smiles Club outside of Sweden. The social side of running and the community around the brand is one of our most important pillars. We want to inspire more people to move and feel better about themselves.
Thank you very much John Ruben! Both colorways of the UNNA x HOKA Speedgoat 2 will be released later this week - September 12th - via unna.com first and via a broader network of retailers later this month.
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