In Motion:
Emma Rogue on NYC Hustle, Vintage Styling, and Fronting HOKA’s Clifton UTL Campaign
From managing three storefronts and hunting down rare vintage pieces to navigating the high-speed energy of New York City, ROGUE founder and vintage curator Emma Rogue sits down with Lucy to share what powers her relentless schedule. In this exclusive Q&A, the style icon opens up about stepping into her newest role as the face of HOKA’s latest campaign. Discover how she effortlessly bridges performance and street style, incorporates the new Clifton UTL into her daily wardrobe, and balances non-stop ambition with authentic self-expression across the city.
Lucy: What inspired you to transition your background as a vintage curator and founder of ROGUE into partnering with a high-performance footwear brand like HOKA?
Emma: Between managing three storefronts, hunting for vintage pieces, and rushing across the city for meetings, my daily schedule is completely unpredictable. I needed a shoe that allows me to stay comfortable without having to compromise my overall look. I’ve seen that HOKA has been releasing more silhouettes geared towards lifestyle but with the same signature sole that powers runners to keep going. Finding that balance of performance and style was what attracted me to working with them, and I’m so grateful to now be the face of this campaign!
Lucy: You mentioned that your days running three shops and sourcing vintage are unpredictable. How does the Clifton UTL handle that constant transition from early morning call times to late-night events?
Emma: The Clifton UTL offers uncompromising comfort, which is key to those long workdays that turn into late nights. Wearing them provides me with the versatility to live, commute, and move through the day without limits. I’m also able to style them with vintage pieces to create a balance of modern and retro aesthetics, pairing them with worn-in tees and jeans just as well as they do with more technical items.
Lucy: How do you approach styling a performance-driven sneaker like the Clifton UTL alongside denim, vintage tees, and tailored layers without sacrificing your personal aesthetic?
Emma: It’s all about paying attention to silhouettes, playing with lots of accessories, and confidence. If I’m in a girly mood I’ll go for a pleated mini skirt with thigh-high striped socks, a cute vintage polo with a cute headband and jewelry. If I’m feeling more chill, I’ll do a baggy low-rise jean, my favorite vintage tee, plus some bangles and fire sunglasses. The UTLs will look swaggy both ways :)
Lucy: What specific design features or visual elements of the Clifton UTL in Cosmic Grey / Stellar Grey stand out to you as essential for modern streetwear and vintage fashion fans?
Emma: I love how this colorway looks almost phantom-like, with its visible exoskeleton structure, specifically the raised PU-molded detailing layered over the breathable mesh upper. It gives the shoe a rugged, structured aesthetic while still giving it an elevated, contemporary street edge. I think they did a great job of capturing the concept of motion in a physical presentation, and the black inlays look even better while you’re walking.
Lucy: As a mainstay in New York’s fashion orbit, how does the culture and pace of NYC influence your definition of movement as a form of self-expression?
Emma: I’m always moving — whether I’m physically traveling to my next meeting, jumping into my next project, or climbing at the rock wall, the pace of the city definitely motivates me to stay in action.
Lucy: What was it like fronting a global campaign that captures authentic city moments like sprinting for subways, sidewalk strides, and impromptu gallery visits?
Emma: It was a total dream. Not only did I get to be on set with a 200 person crew for the first time, but I got to work with some of the most incredible creatives to make this campaign come to life. The fact that it captured the true to life chaos I experience daily made it even more fun. Yes, it was a lot of work but I would do it all over again in a heartbeat.
Lucy: In a city where walking miles every day is standard, why do you think urban creatives are increasingly turning to performance-comfort silhouettes over traditional lifestyle footwear?
Emma: Creatives and multi-hyphenates in the city are constantly on the move, balancing packed schedules that stretch from daily commutes and studio sessions to late-night gatherings. Older lifestyle sneakers often force you to choose between looking stylish or protecting your feet, but I feel like I've seen a major cultural shift where people want to integrate daily practicality and movement into their wardrobe without giving up their self-expression. Urban creatives are gravitating toward performance-comfort shoes like the Clifton UTL because they deliver supportive soles and deep cushioning wrapped in a sleek, street-ready design. It gives us the freedom to log miles across the city without compromising our personal style.
Lucy: How do you maintain a sense of spontaneity in your schedule while staying "locked in" and running multiple business locations across the city?
Emma: The beauty of being in NYC is that anything can happen at anytime. As long as I go outside, I really have no idea what the universe might spring on me that day. I of course have my daily to-dos but I always try to go for a walk at some point to clear my head and get some sun— during those walks sometimes the best inspiration comes.
Lucy: If you had to put together the ultimate go-to outfit featuring the Clifton UTL for a long day in New York, what key vintage pieces would you pair with them?
Emma: Easy— my favorite baggy Acne jeans, super thin 90s vintage tee, my Prada sunglasses, and my current vintage leather bag on rotation.
Lucy: What message do you hope this campaign sends to young entrepreneurs and creatives who are constantly on the move and balancing style with functionality?
Emma: You never have to sacrifice comfort for swag, especially with a shoe as versatile as the UTL. You can dress it up if you’ve got back to back meetings or you can dress it down if you’re running errands all day. They’ll keep you feeling good while you can focus on getting everything you need done.
Whether you are sprinting for the subway, logging miles between meetings, or piecing together the ultimate vintage-inspired fit, staying on the move never means sacrificing your personal edge. A huge thank you to Emma Rogue and Lucy for giving us a peek into this fast-paced world, Emma's NYC movement philosophy, and how she styles the new HOKA Clifton UTL. To explore the Cosmic Grey / Stellar Grey colorway and shop the latest performance-lifestyle silhouettes, head over to HOKA.com or visit your local retailer today. Keep moving, stay comfortable, and never trade style for functionality.
