Loewe and On Team Up Again for New Cloudtilt Sneaker
Shannon Adducci
Style Director
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Loewe‘s ongoing partnership with On has been something of a case study on how two hot brands can maximize each other’s buzz. Now, the duo is taking on an entirely new sneaker.
For the brands’ fourth capsule, the LVMH-owned Spanish luxury house and the equally ascending Swiss athletic brand are introducing the Cloudtilt. As part of On’s Cloud series (and overall design philosophy), the new sneaker silhouette is part of the brand’s lifestyle-focused product intended for everyday wear.
The Cloudtilt is the first shoe in On’s lifestyle series to incorporate the brand’s CloudTec Phase, which uses computer-generated midsole technology to provide cushioning with fewer components. The brand also utilized its Finite Element Analysis software, which simulates the ways in which walking stresses parts of the legs and feet.
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The sneaker also features a knitted sock upper made of 99% recycled polyester, On’s speed laces and an EVA foam outsole that minimizes the use of rubber, plus packaging made from 100% recycled industrial materials.
Done in both men’s and women’s sizing, the Cloudtilt will come in two drops, a first on October 12 (with pre-launch on the Loewe site on October 11), done in black, lime green, khaki and blue. A second drop is set for January 2024, with a series of more nuanced color ways (sand, wild rose, slate gray and beet red). Each pair is priced at $490.
The two brands tapped Thibaut Grevet to shoot the new capsule’s campaign, which shows athletes from all walks of life in the Cloudtilt to highlight the silhouette’s emphasis on movement. Cast includes world champion and Olympic gold medalist race walker Liu Hong, gymnast Yonghon Huh, dancers Roy Kaneza and Hortense de Gromard, BMX rider Cindy Dos Reis, animal flow instructor Stefan Crainic and first-ever female Emirati motor racing driver Amna Al Qubaisi.
Both Loewe and On have excelled during a challenging year. For Q2, the Swiss athletic brand was one of the few footwear brands to post positive results in North America, reporting 66.8 percent growth for the region during that quarter. Earlier this week the brand also said it intends to double its projected 2023 net sales by 2026.
Loewe, meanwhile, topped Lyst’s Index Report for 2023’s second quarter, becoming the “World’s Hottest Brand” with a 19 percent rise in searches for that period. The duo’s ongoing collaboration has proved to be a good match for Loewe creative director Jonathan Anderson’s penchant for elevated and unexpected footwear moments.
Loewe Cloudtilt Sneakers
Loewe Cloudtilt Sneakers
