Loewe and On unveil their latest collaboration. The partnership introduces a new joint logo combining elements of both brands. The collection showcases an emphasis on streamlined design and optimal functionality with pieces like color-blocked performance fabrics in natural tones and statement outerwear suited for any weather. Highlights include insulated parkas, puffers, and vests featuring a subtle tie-dyed ‘Storm’ pattern, alongside ultra-light jackets made from ripstop fabric and triple-layered waterproof capes, all adorned with the new reflective logo.
The lineup extends to performance tops, recycled technical jerseys, fleece hoodies, and various technical bottoms designed for comfort and versatility. Accessories designed to enhance performance in all conditions include neck gaiters, socks, and caps. The collection’s color palette ranges from vibrant to muted monochromes. The newly enhanced Cloudtilt 2.0 sneaker, part of this collaboration, features multi-layer upper and improved comfort details, and it is available in multiple colors.
The campaign, captured by American artist Ryan McGinley in California’s Indian Canyon and Simi Valley, features On athletes demonstrating the collection. Loewe and On will launch the collection with a pre-order phase starting May 22 and a broader release on May 23 through special pop-up stores worldwide and select retailers.
