The Loewe x On ‘Cloudtilt’ sneaker is a groundbreaking shoe that combines style, functionality, and comfort. Designed in collaboration with On, this innovative shoe features a unique silhouette with collapsing Clouds that dynamically adapt to the wearer’s movement, ensuring seamless weight transfer from heel to toe. It is the first shoe in On’s lifestyle range to incorporate the cutting-edge CloudTec® Phase technology, offering unparalleled cushioning with fewer components, resulting in an ultra-lightweight experience. The shoe is carefully crafted with both performance and sustainability in mind, featuring a knitted sock construction, speed laces, and logos of both brands. Its outer sole is made of EVA foam for a soft landing, and strategically placed rubber adds durability. The engineered mesh upper is made from 99% recycled polyester, highlighting the commitment to environmental responsibility.
The Loewe x On campaign celebrates the art of movement and the impressive technology involved. It features a diverse lineup of talent, including Amna Al Qubaisi, the UAE’s trailblazing female motor racing driver, gymnast Yonghon Huh, dancers Roy Kaneza and Hortense de Gromard, BMX rider Cindy Dos Reis, animal flow instructor Stefan Crainic, and Liu Hong, the world champion and Olympic gold medalist race walker. The campaign showcases the multifaceted nature of human movement, highlighting leaps, twists, strides, and stretches.
The Loewe x On ‘Cloudtilt’ collection will be available in two drops, each featuring a unique color palette for both men and women. The first drop is set to launch in October 2023, with the second drop arriving in January 2024. The collection will be available at the Loewe x On pop-up at the Mall of the Emirates in the Middle East, offering an immersive experience with interactive kinetic floors and LED screens that respond to visitors’ movements.
This collaboration sets a new benchmark in the fusion of style, craftsmanship, and sustainable technology, redefining how we move and explore the world, one step at a time.
