What makes the perfect shoe? Style? Functionality? Comfort? The latest offering from Loewe, designed in collaboration with On, ticks all these boxes and more. The groundbreaking Loewe x On ‘Cloudtilt’ sneaker is made to move. The innovative shoe fuses craft and technology, delivering a footwear masterpiece to redefine every step. The Loewe x On ‘Cloudtilt’ shoe boasts a unique silhouette, featuring a sequence of collapsing Clouds that dynamically adapt to the wearer’s movement, ensuring seamless weight transfer from heel to toe.
Carefully crafted to be your designated “on-the-go” shoe, the Loewe x On ‘Cloudtilt’ marks a significant milestone as the first shoe in On’s lifestyle range to incorporate the cutting-edge CloudTec® Phase technology. This computer-generated midsole marvel offers unparalleled cushioning with fewer components, resulting in an ultra-lightweight experience. This remarkable precision and comfort come as a result of meticulous fine-tuning through the Finite Element Analysis software that simulates walking stress on the legs and feet. The result? A shoe armed with superior cushioning, making long days on your feet feel like a breeze.
Designed with both performance and sustainability in mind, the Loewe x On ‘Cloudtilt’ shoe features a knitted sock construction, speed laces, and logos of both parties. Its outer sole, crafted from EVA foam, ensures a soft landing, while strategically placed rubber adds durability where it’s needed most. Furthermore, the engineered mesh upper is made from an impressive 99% recycled polyester, highlighting the commitment to environmental responsibility. Even the packaging is eco-friendly, constructed from 100% recycled industrial materials.
What makes this collaboration even more interesting is the accompanying campaign, masterfully shot by Thibaut Grevet, celebrating the art of movement and the impressive technology involved. The campaign features a diverse lineup of talent, including the UAE’s trailblazing female motor racing driver, Amna Al Qubaisi, who broke barriers by becoming the first Emirati woman to win a Formula 4 UAE Trophy Race in 2019. The cast also includes gymnast Yonghon Huh, dancers Roy Kaneza and Hortense de Gromard, BMX rider Cindy Dos Reis, animal flow instructor Stefan Crainic, and Liu Hong, the world champion and Olympic gold medalist race walker. Together, they embody the multifaceted nature of the human movement, showcasing leaps, twists, strides, and stretches.
The Cloudtilt will arrive in two drops, each featuring a unique color palette. The Men’s Drop 1, launching on October 12th, will include white, black, lime green, khaki green, and forever blue. Meanwhile, the Women’s Drop 1 offers white, black, lime green, purple rose, and navy. For the second drop in January 2024, Men can anticipate sand, wild rose, and slate grey, while Women’s options will include sand, wild rose, and beet red.
For those in the Middle East, an exclusive opportunity awaits as the collection will be available at the Loewe x On pop-up at the Mall of the Emirates from October 12th to 27th. This immersive experience promises an interactive kinetic floor, where LED screens respond to visitors’ movements, creating real-time artistic ripples, trails, and patterns.
The Loewe x On collaboration has unquestionably set a new benchmark in the fusion of style, craftsmanship, and sustainable technology. With the ‘Cloudtilt,’ they’ve crafted a shoe that’s as much a marvel of engineering as it is a fashion statement, redefining how we move and explore the world, one step at a time.