This is their fifth partnership.
Last fall Loewe and On dropped their fourth collaboration, including the introduction of the Cloudtilt sneakers. A casual yet stylish design, like its name implies it feels as if you’re walking on literal clouds. Now, they’re back with their newest collection, which combines Spanish luxury design with Swiss engineering and Loewe’s idiosyncratic aesthetics with On’s technical innovations. Designed as a full wardrobe, the line is geared towards hiking in the woods as it is for roaming around the city streets.
Fans of athleisure look with a quiet luxury twist will find plenty to love whether it’s performance tops and tanks to waterproof capes to neck gaiters. Both brands wanted to prioritize the elimination of waste, incorporating recycled technical jerseys to craft together each piece. To signify the partnership, a new logo was created that combines the two Ls from Loewe’s signature Anagram nestled between On’s distinctive lettering. Despite the subtlety of the collaborative logo the color scheme says otherwise with bright oranges, pinks and blues, Prefer more muted tones? They have those too.
One of the new styles to note is the Cloudtilt 2.0, the latest iteration which takes everything fans love about the shoe and makes it even better. New changes include rubber toe-guards, extra padding on the tongue and shoe collar, and a branded heel loop. It’ll come in black, tan, green, blue, pink, and neon yellow. For fans of the original style, don’t worry — it’s still available in shades like a new monochrome neon yellow, alongside khaki green, wild rose, beet red, navy, sand, all black, and all white.
To capture the collection the brands tapped photographer Ryan McGinley. Using film and Polaroid McGinley headed to the Californian desert with a roster of athletes such as young tennis superstar Ben Shelton, track legend Masato Yokato, among others. The images highlight them at their best, moving through the wilderness while still retaining a sense of urban sophistication. As an accompaniment, there are also short videos by the New York director duo Rubberband.
The collection will be available online and in stores on May 23rd.
