On collaborates with Loewe on its first designer collection
Cult-favourite running shoe label, On, has announced its newest collaboration with 'it' designer label Loewe on a new sneaker silhouette dubbed the ‘Cloudtilt’.
Loewe has become the brand to watch in recent months. Best known for its Puzzle handbags and logo tank tops, the Spanish luxury is now joining forces with On. The new Clouditlt blends Loewe’s luxury aesthetic with On’s Swiss engineering.
This shoe is made up of two collapsing Clouds - hence the name Cloudtilt - that adapt to the wearer’s movement for ‘seamless weight transfer from heel to toe’. It also features a knitted sock-like construction, speed laces and Loewe x On collaborative branding.
What’s more, sustainability is at the heart of the collaboration. The outer sole is crafted from EVA foam to provide a soft landing and minimise the use of rubber (which only features in targeted contact spots) and an engineered mesh upper made from 99% recycled polyester. All packaging is made from 100% recycled industrial materials.
The Cloudtilt will be available in two drops, each with its own colour palette. The first Men’s drop will be on 12 October, which features white, all-black, lime green, khaki green and forever blue. The first Women’s drop features all white, all black, lime green, purple rose and all navy. The second drop will take place in January 2024 and will feature a whole host of new colourways.
On x Loewe’s campaign was shot by Thibaut Grevet and celebrates the craft of movement. Both films and stills feature talent who embody varying forms of movement, from gymnast Yonghon Huh to flow instructor Stefan Crainic. It also features the first-ever female Emirati motor racing driver Amna Al Qubaisi and Liu Hong, the world champion and Olympic gold medalist race walker.
The collection will launch online and in select On and Loewe stores worldwide on 12 October.
