On and Loewe expand into ready-to-wear with a collection of technical activewear, statement outerwear and cushioned footwear for men and women.
Combining Spanish luxury design with Swiss engineering, LOEWE’s idiosyncratic aesthetics with On’s technical innovations, the collection is designed as a top-to-toe wardrobe, geared towards exploring wild landscapes and city streets. Come with LOEWE x On’s new joint logo, where two ‘L’s from the former’s Anagram nestle between the latter’s distinctive lettering.
There is an emphasis on simplicity and optimisation throughout: flowing colour-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 comes in vibrant orange, pink and blue, to muted neutral monochromes and the ‘Storm’ tie-dye in blue, grey and white.
Building on the comfort and versatility of the co-designed Cloudtilt – sneakers so airy and comfortable they feel like walking on clouds – the new Cloudtilt 2.0 has 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 colours 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 and sand, all black, and all white.
These are garments for escaping the mundane, and so, to capture the collection in action, LOEWE and On went to the wild Californian landscapes of Indian Canyon, Palm Springs, and Simi Valley where American artist Ryan McGinley photopraphed On athletes from around the world in action in the collection.
Shot on film and Polaroid, his images follow On athletes such as; top-ranked American No. 1 tennis player Ben Shelton, Japanese running maverick Masato Yokata, and German sprinter and pusher in the two-man bobsleigh Winter Olympian Alexandra Burghardt, and the middle-distance runners Aaliyah Miller, Mario Garcia Romo and Sintayehu Vissa, hailing from the United States, Spain, and Italy respectively, into the open country, and are complemented by a series of short videos by the New York director duo Rubberband.
The fifth LOEWE x On drop will be available for pre-order on loewe.com May 22 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 colourways. The collection will be available on loewe.com, on.com and at selected retailers.
For more information on LOEWE x On please visit loewe.com
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About the cast
Aaliyah Miller, born in McKinney Texas, attended Baylor University, was a 5x All-American, was the 2016 World U20 Silver medallist in the 800, was the 2021 NCAA Indoor Champion and meet record holder in the 800m (2:00.69). Currently trains in Boulder, CO with some of the US’s top women.
Alexandra Burghardt‘s heart beats for track and field. The two-time German champion is a sprinter first and foremost with a highly successful junior career. After making her Summer Olympic debut in 2021 in the 100m (she narrowly missed the final) and 4x100m women’s relay (5th place), she then slid her way to an Olympic bobsleigh silver medal six months later in Beijing. She currently trains in Zurich and aims to compete in the Paris 2024 Olympics.
Known for his raw athleticism and unadulterated power, Ben Shelton is the youngest player in ATP Challenger Tour history to win three titles in three consecutive weeks. He has worked his way through the US collegiate system and up the world rankings, turning pro in 2022 and making his US Open debut later that year. In 2023, Ben reached the quarterfinals of the Australian Open and the semi-final of the US Open, before winning his first-ever ATP title on the courts of Tokyo.
From Salamanca, Spain, Mario Garcia Romo won the indoor mile at the 2022 NCAA indoor championships and graduated as a 7-time All American and 6-time SEC champion while at Ole Miss. He won the Spanish 1500m national title in 2022 and was 6th at the 2023 World Championships in Budapest last summer. Most recently, Mario broke the Spanish national mile record at last year’s Pre-Classic, running 3:47.69. He runs for On’s flagship team, the On Athletics Club (OAC), based out of Boulder, CO.
Masato is a former Olympian, and six-time champion of the Japan National Championships in the 800 meters track event. His represented Japan in the 800 meters at the 2012 London Olympics, being the first participation since 1968. Following his retirement in 2016, Masato established TWOLAPS TC in Setagaya, Tokyo, dedicating himself to the development and coaching of Japan’s elite runners. His notable athlete, Hitomi Niiya, holds the national records for the women’s 10000 meters and half marathon.
Ethiopian-born Italian professional runner, Sintayehu “Sinta” Vissa is the 2022 1500m NCAA Div. I Champion while representing at Ole Miss. She dawned the Italy national kit at the 2023 & 2022 World Championships in Budapest and Oregon in the 1500m. In 2023, Sinta set the Italian indoor mile record running 4:24.54. Sinta runs as a professional for On’s professional team, the On Athletics Club (OAC) in Boulder, CO.
About On
On was born in the Swiss Alps in 2010 with the mission to ignite the human spirit through movement – a mission that still guides the brand today. Fourteen years after market launch, On delivers industry-disrupting innovation in premium footwear, apparel and accessories for high-performance running, outdoor, training, all-day activities and tennis. On’s award-winning CloudTec® innovation, purposeful design and groundbreaking strides within the circular economy have attracted a fast-growing global fan base – inspiring humans to explore, discover and Dream On.On is present in more than 60 countries globally and engages with a digital community on www.on.com.
About LOEWE
Created in Spain in 1846, LOEWE has been one of the world’s major luxury houses for over 176 years. Under the creative direction of Jonathan Anderson since 2013, the brand is now in a new chapter, presenting itself to the world as a house focused on craft and culture; evidenced through an intellectual yet playful approach to fashion, bold and vibrant Spanish lifestyle, and unmatched expertise with leather.
News Credit: Rose PR / LOEWE / ON Running
