About Hilma
Hilma is women-focused running shoe brand, established in 2019 by ultramarathon runner Brooke Torres. The brand, based in Boston, Massachusetts, takes a unique “mass personalization” approach to shoes — the concept is inspired by the idea that just like bras, running shoes shouldn’t adhere to a one-size-fits-all philosophy.
Hilma collects detailed information from customers about their running, walking, or hiking habits, typical shoe size, foot measurements, shoe widths, and preferences for insole types. Its shoes are constructed from eco-friendly materials, including a sugarcane-based EVA midsole, aligning the brand with sustainable practices.
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