In a seamless meld of Spanish luxury and Swiss precision, the latest LOEWE x On capsule collection redefines contemporary adventure gear through the lens of high fashion. This collaboration continues to marry LOEWE’s distinctively quirky aesthetic with On’s hallmark of technical prowess. Featuring a comprehensive range of attire suited both for wilderness and urban exploration, the collection is punctuated by the newly designed joint logo—a clever intertwining of LOEWE’s iconic Anagram and On’s sharp typography.
The essence of the collection is captured in its dedication to simplicity and refined functionality. It showcases a spectrum of color-blocked performance wear in earthy tones alongside eye-catching outerwear prepared for any climatic challenge. Highlights include insulated parkas, puffers, and vests, each featuring a unique tie-dyed ‘Storm’ pattern. The offering extends to ultra-light jackets and triple-layer waterproof capes, all detailed with the collaboration’s reflective new logo.
The line extends to recycled technical jerseys for performance tops, tanks, and T-shirts, while fleece hoodies and sweatshirts are crafted from bonded jersey. The collection also covers all bases with technical track pants, shorts, and a variety of tights, complemented by a suite of accessories designed for optimal performance in varying weather conditions. The color palette ranges from vibrant pops of orange, pink, and blue to subdued monochromatic tones and ‘Storm’ tie-dye patterns.
Further building on their innovative footwear, the new Cloudtilt 2.0 sneaker debuts with a multilayered upper that combines performance mesh with woven textiles, improved with robust rubber toe-guards, padded tongues, and collars, and a branded heel loop. It is offered in an array of colors from sleek black to vibrant neon yellow. The original Cloudtilt model also receives a refresh with new monochromatic and colorful variations.
This collection isn’t just about attire; it’s an invitation to break away from the everyday. To bring the collection to life, LOEWE and On ventured into the picturesque wilds of Indian Canyon, Palm Springs, and Simi Valley. Here, renowned American artist Ryan McGinley captured On athletes in dynamic motion, showcasing the gear’s versatility and style in natural settings. These moments were immortalized on both film and Polaroid, featuring a diverse group of athletes including top-ranked American tennis star Ben Shelton, Japanese running sensation Masato Yokota, and German Winter Olympian Alexandra Burghardt among others.
The fifth LOEWE x On drop is set to stir anticipation with a pre-order starting May 21 for those pre-registered, followed by a global launch on May 23. The release will be celebrated with special pop-up stores worldwide, offering exclusive ready-to-wear and footwear colorways. Available through LOEWE’s and On’s websites, and selected retailers, this collection promises to outfit the modern explorer in unparalleled style and innovation.
