LOEWE and On expand into ready-to-wear with a collection of technical activewear, statement outerwear, and cushioned footwear for men and women. Combining Spanish luxury design with Swiss engineering, LOEWE’s idiosyncratic aesthetics with On’s technical innovations, the collection is designed as a top-to-toe wardrobe, geared towards exploring wild landscapes and city streets, and comes with LOEWE x On’s new joint logo, where two Ls from the former’s Anagram nestle between the latter’s distinctive lettering.
There is an emphasis on simplicity and optimization throughout flowing colour-blocked performance fabrics engineered in natural tones as well as statement outerwear for all weather conditions. The collection includes insulated parkas, puffers, and vests finished with a subtly tie-dyed ‘Storm’ pattern. There are ultra-light jackets and parkas crafted from a two-and-a-half layer ripstop fabric, and triple-layered waterproof capes, with shells and zip pullers adorned with the new logo in a reflective foil.
Performance tops, T-shirts, and tanks are crafted from recycled technical jerseys, and fleece hoodies and sweatshirts are engineered in bonded jerseys. Technical bottoms such as track pants, training shorts, bicycle shorts, and tights offer comfort, while accessories such as neck gaiters, socks, arm sleeves, caps, and briefs further support performance across all weather conditions. The ready-to-wear comes in vibrant orange, pink, and blue, to muted neutral monochrome, and the ‘Storm’ tie-dye in blue, grey, and white.
Building on the comfort and versatility of the co-designed Cloudtilt – sneakers so airy and comfortable they feel like walking on clouds – the new Cloudtilt 2.0 has a multi-layer upper composed of performance mesh and woven textiles, and enhancements such as rubber toe-guards, extra padding on the tongue and shoe collar, and a branded heel loop. It arrives in colors including black, tan, green, blue, pink, and neon yellow. The original Cloudtilt comes in a new monochrome neon yellow, alongside khaki green, wild rose, beet red, navy, sand, all black, and all white.
These are garments for escaping the mundane, and so, to capture the collection in action, LOEWE and On went to the wild Californian landscapes of Indian Canyon, Palm Springs, and Simi Valley where American artist Ryan McGinley photographed On athletes from around the world in action in the collection.
Shot on film and Polaroid, his images follow On athletes such as; top-ranked American No. 1 tennis player Ben Shelton, Japanese running maverick Masato Yokata, and German sprinter and pusher in the two-man bobsleigh Winter Olympian Alexandra Burghardt, and the middle-distance runners Aaliyah Miller, Mario Garcia Romo and Sintayehu Vissa, hailing from the United States, Spain, and Italy respectively, into the open country, and are complemented by a series of short videos by the New York director duo Rubberband.
The collection will be available on Loewe’s website, as well as from selected retailers. In the UK, the collection was available in a pop-up at Selfridges from 23 May to 14 June. A major success was a LOEWE x On kiosk serving iced drinks and smoothies at the Duke Street Canopy next to the Selfridges Corner Shop!
