LOEWE announces a collaboration with performance brand On: a limited edition capsule collection of shoes and apparel designed for modern adventure. LOEWE and On have reimagined long established craft skills, combining a focus on sustainability with an emphasis on applying the handmade to technical pieces.
Crafted for city life the great outdoors, the collection features LOEWE editions of On’s iconic Cloudventure and Cloudrock performance shoes for both men and women. Available in five colourways —Gradient Khaki, Gradient Grey, Gradient Blue, Gradient Orange and Space Blue— the shoes feature both On’s trademark technologies, the Missiongrip™ rubber outsole and the Speedboard™ mid-sole hidden plate, as well as a recycled polyester upper, hand-pressed marbled outsoles, brass eyelets and a matte or iridescent mudguard. Outdoor footwear is paired with six ready-to-wear pieces for women and seven for men, each built with a unique blend of performance properties and key On
features— weather adaptable Running Pants, a moisture-wicking Waterproof Anorak, temperature regulating Performance-T t-shirts and a unisex customizable insulation three-layer Parka.
Each of the ready-to-wear pieces are available in two colourways for each gender: an organic palette of khaki, blue and orange that takes inspiration from nature, applied in gradient effects that suggest prolonged exposure to the elements en plein air. These effects, as well as the Japanese sashiko-inspired needlework print that resembles a starry night, are the result of a meticulous technical process to craft the perfect colour and pattern. To ensure that the printed gradients match across all components of each item, the finishing process is carried out by hand, just as the marble effect soles are processed individually and manually, making each shoe unique. The use of recycled polyester is extensive in order for production to be responsible, and even the packaging is recycled.
The accompanying campaign is shot by long-time LOEWE collaborator Gray Sorrenti on location in Carmel-by-the-Sea and Big Sur, California. Featuring actress and model Camila Morrone and recording artist Duckwrth, the dynamic image series captures the collection
against the dramatic skies and rugged natural landscape of the US West coast. LOEWE x On is a shared exploration of performance and craft: a vision for a more sustainable future.
The collection launches March 9 on loewe.com and on-running.com, and in selected LOEWE stores on March 10.
