Everything
The spirit of collaboration continues, this time with LOEWE dropping the latest design with running brand On: the revolutionary Cloudtilt. This innovative collaboration combines exceptional design with Swiss engineering, highlighting the brand’s shared commitment to the marriage of craftsmanship and technology. The Cloudtilt is a lifestyle shoe designed for those on the move, featuring a novel silhouette equipped with sequential collapsing Clouds that adapt to the wearer’s every step, facilitating seamless weight transfer from heel to toe.
The inspiration behind the Cloudtilt derives from the boundless potential of movement. It is the inaugural addition to On’s lifestyle range, introducing CloudTec® Phase—a cutting-edge midsole technology generated by computer modelling. This technology offers a remarkable level of cushioning with a reduced number of components, resulting in an incredibly smooth and lightweight walking experience. The shoe is meticulously fine-tuned using Finite Element Analysis software, which simulates the impact of walking on the legs and feet. This precision crafting ensures superior cushioning, making the Cloudtilt the ideal choice for those facing long days on their feet.
Crafted with attention to detail, the Cloudtilt features a knitted sock construction, speed laces, and distinctive LOEWE × On branding. The shoe boasts an outer sole constructed from EVA foam, offering a soft landing while minimizing the use of rubber, which is limited to targeted contact areas. The engineered mesh upper is made from 99% recycled polyester, underscoring LOEWE × On’s commitment to performance and sustainability. Furthermore, all packaging is crafted from 100% recycled industrial materials.
The Cloudtilt will be available in two releases, each offering its own unique colour palette. The men’s drop 1, launching on October 12th, showcases a selection of all-white, all-black, lime green, khaki green, and forever blue options. Meanwhile, the women’s drop 1 includes all-white, all-black, lime green, purple rose, and all-navy variations. The second release, expected in January 2024, will introduce sand, wild rose, and slate grey for men and sand, wild rose, and beet red for women.
To celebrate this dynamic partnership, an accompanying campaign, lensed by Thibaut Grevet, explores the art of movement and the collaboration’s tech-driven approach. The campaign features a diverse range of talents embodying various styles of physicality, including gymnast Yonghon Huh, dancers Roy Kaneza and Hortense de Gromard, BMX rider Cindy Dos Reis, and animal flow instructor Stefan Crainic. Additionally, the campaign includes groundbreaking figures such as Emirati motor racing driver Amna Al Qubaisi and Liu Hong, the world champion and Olympic gold medalist race walker, expressing the multifaceted nature of human movement.
For more information about LOEWE × On, please visit loewe.com.
