This is the fifth tie-up between the two brands.
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Loewe‘s ongoing partnership with On is expanding once again.
For the brands’ fifth capsule, the LVMH-owned Spanish luxury house and the equally ascending Swiss athletic brand are introducing ready-to-wear with a collection of technical activewear, statement outerwear and cushioned footwear for men and women.
This latest drop marks the first collection from the two companies to be designed as a top-to-toe wardrobe. A new Loewe x On’s joint logo appears for the first time in this drop, where two L’s from the former’s Anagram nestle between the latter’s distinctive lettering.
When it comes to this drop’s footwear, the duo are updating the Cloudtilt – which Loewe and On debuted in October. The new Cloudtilt 2.0 features 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.
For their first apparel offering, the brands placed an emphasis on simplicity and optimization throughout with color-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 jersey, and fleece hoodies and sweatshirts are engineered in bonded jersey. 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 offering is available in vibrant orange, pink and blue colorways, as well as muted neutral monochromes and the “Storm” tie-dye in blue, grey and white.
To mark the latest drop, 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. Participating athletes include top-ranked American No. 1 tennis player Ben Shelton, Japanese running maverick Masato Yokata, and many more.
The fifth Loewe x On drop will be available for pre-order on loewe.com starting on May 21 only for pre-registered customers ahead of the official launch on May 23, which will be marked by a series of special pop-up stores across the world offering ready-to-wear and shoes in exclusive colorways. The collection will be available on Loewe.com, On.com and at selected retailers.
