Loewe announces a new collaboration with On: The Cloudtilt. A lifestyle shoe that keeps moving it combines meticulous design with Swiss engineering, continuing the brands‘ collaborative exploration of craft and technology. The shoe’s all-new silhouette features successive collapsible clouds that adapt to the wearer’s movements, allowing seamless weight transfer from heel to toe.
Inspired by the endless expressiveness of movement, the Cloudtilt is the first shoe in On’s lifestyle range to incorporate CloudTec® Phase, a computer-generated midsole technology that provides cushioning with fewer components for a smooth, ultra-light ride. Fine-tuned using finite element analysis software that simulates the stress on the legs and feet while walking, the Cloudtilt is precision engineered to provide superior cushioning for long days on your feet.
The Cloudtilt features a knitted sock construction, speed laces and the Loewe × On collaboration logos, making for a sleek design. With an EVA foam outsole for a soft landing and to minimize the use of rubber (which is only used in select contact points), as well as a technical mesh upper made from 99% recycled polyester, the Cloudtilt marks the latest chapter in Loewe × On’s commitment to performance and sustainability. All packaging is made from 100% recycled industrial materials.
The Cloudtilt will be available in two drops, each with its own color palette. Men’s Drop 1 on 12 October includes all white, all black, lime green, khaki green and navy blue, while women’s Drop 1 includes all white, all black, lime green, purple pink and navy blue. Men’s Drop 2 in January 2024 comes in sand, wild rose and slate gray, while Women’s Drop 2 is available in sand, wild rose and beet red.
The accompanying campaign, photographed by Thibaut Grevet, celebrates the movement’s craft and technology-led approach to collaboration. Films and stills feature talents that embody a dynamic variety of approaches to physicality and embodied movement, from gymnast Yonghon Huh, dancers Roy Kaneza and Hortense de Gromard, to BMX rider Cindy Dos Reis and the Animal Flow instructor Stefan Crainic as well as the first female Emirati motorsport driver Amna Al Qubaisi and Liu Hong, the world and Olympic walking champion. They express the complex nature of human movement by jumping, twisting, striding and stretching.
The collection will be pre-released on loewe.com on 11 October, followed by the official launch on 12 October in select Loewe and On stores and online.
With the Cloudtilt, Loewe and On are once again proving their innovative strength and their commitment to sustainable, high-performance fashion. This shoe is not only a masterpiece of design and technology, but also a statement for the future of the fashion industry, which is placing increasing emphasis on sustainability and functionality.
