LOEWE has unveiled its latest collaboration with On, introducing the Cloudtilt, a lifestyle shoe, designed for dynamic movement, seamlessly marries detailed design with Swiss precision. It underscores both brands’ commitment to merging craftsmanship with modern technology. The innovative design of the Cloudtilt showcases a unique silhouette with adaptive Cloud features, ensuring smooth weight transition with each step.
SNEAKERS
As the name suggests, it incorporates On’s revolutionary CloudTec® Phase – a computer-engineered midsole that promises cushioning with fewer components, ensuring an ultra-lightweight journey with every step. Aided by Finite Element Analysis software, the shoe is precision-crafted to withstand the rigors of walking and provide unparalleled comfort.
A crucial aspect of this collaboration is its commitment to sustainability. The Cloudtilt boasts of an engineered mesh upper crafted from 99% recycled polyester. The shoe’s outer sole, made from EVA foam, underscores a reduced dependency on rubber, with its presence only in essential contact areas. Even the packaging echoes this commitment, utilizing 100% recycled industrial materials.
Slated for two drops, the Cloudtilt’s color palette is a blend of timeless classics and contemporary hues. From the minimalist all-white and all-black to the vibrant lime green and forever blue in Men’s drop 1, and the calming sand and wild rose in the upcoming Men’s drop 2, there’s a shade for every aesthetic.
Shot by Thibaut Grevet, the Cloudtilt’s accompanying campaign is a poetic tribute to movement. Featuring a diverse group of talents – from gymnast Yonghon Huh and BMX rider Cindy Dos Reis to the iconic Emirati motor racer Amna Al Qubaisi – the campaign captures the essence of motion in its purest form. Through leaps, twists, and stretches, it underscores the shoe’s core philosophy of limitless, expressive movement.
The collection is set to pre-launch on loewe.com on October 11, with an official release on October 12 in select LOEWE and On stores, as well as on.com.
LOEWE x On’s Cloudtilt champions the synthesis of design and technology, marrying luxury with performance, and most importantly, it reiterates that even in movement, there’s an art waiting to be discovered.
