These ugly sneakers are set to be the next 'It Shoe'.

Thanks to popular sneaker styles like the Adidas Sambas and Gazelles, it feels like we've forgotten that sneakers are meant to serve a purpose.

Which means... they're not always going to look pretty.

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As a fashion writer, I'm constantly scouring the streets to spot the latest trends, and one style that's been impossible to miss is the sneakers with swiss-cheese soles.

After a bit of digging — and some Google Reverse Image Search-ing — I discovered that the shoe everyone seems to be obsessed with is by a Swiss brand called On.

I'll admit, I was... confused. 

Why would anyone spend over $200 on a pair of sneakers that aren't particularly chic? That same day my husband (who happens to be a huge sneakerhead) came home with a pair of his own.

When I asked him how they differ from the millions of pairs he owns already he responded, "they're SO comfortable". 

And you know what, shame on me for thinking aesthetics are everything.

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A post shared by On (@on)

Like everything owned by the Swiss, On Running has thought of every tiny detail when creating their shoes.

Their soles — which trigger my trypophobia but that's a 'me problem' — are a feat of Swiss engineering.

These shoes aren't for the girlies who like to match their sneakers to their outfits. Instead, they're for those who live an active lifestyle and care about their feet. Sure, they're not the prettiest but they're apparently like walking on a cloud. 

But you heard it here first — these are about to be next "it" shoe that everyone is wearing. 

I've rounded up my favourites that I'm carefully considering adding to my cart...

On Running Cloud 5, $199.95.

Image: On Running, The Iconic.

On Running Cloud X 3, $239.95.

Image: On Running, The Iconic.

On Running Cloudmonster Exclusive, $259.95.

Image: On Running, The Iconic.

On Running Cloudflyer 4, $259.95.

Image: On Running, The Iconic.

On Running The Roger Centre Court, $289.95.

Image: On Running, The Iconic.

On Running Cloud X 3 AD, $239.95.

Image: On Running, The Iconic.

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Feature Image: Instagram @hajdi_kj/orp_indonesia.