Loewe and On’s sophomore collaboration culminates in the Cloudtilt, a lifestyle shoe that has a sole of sequentially collapsing Clouds that seamlessly adapt to movement.
There’s no brand that endearingly marries the craft with the quirk better than Loewe. Their collaborations over the years have not only showcased a finesse in the execution of collaborations; they have also set a distinct style and character with the collaborators they curate, picking out creative collectives that each spark a perspective of playful innocence about the world — a delight with the simple, but expressed thoughtfully.
Loewe’s most recent project with Swiss-engineered running shoe and apparel label On takes that shared expertise in meticulous design and the exploration of craft and technology to the next level. Just like the name suggests, Cloudtilt is a new lifestyle shoe that features sequentially collapsing “Clouds” that adapt to the wearer’s movement for seamless weight transfer from heel to toe.
It is the first silhouette in On’s lifestyle range to incorporate CloudTec® Phase: a computer-generated midsole technology that offers cushioning with fewer components for a smooth, ultra-lightweight ride. It is also fine-tuned with software that simulates the walking stress on the legs and feet, ensuring that the Cloudtilt is precision-crafted to be that walking pillow as you trudge through long days on your feet.
Equipped with a knitted sock construction, speed laces and the collaborative branding of both technical powerhouses, the streamlined design of the Cloudtilt also makes a statement on LOEWE × On’s commitment to performance and sustainability. The outer sole is crafted from EVA foam to not just provide a softer landing every step, but to also minimise the use of rubber (which only features in targeted contact spots) alongside an engineered mesh upper made from 99% recycled polyester.
The colour offerings are also impressive, the Cloudtilt’s two drops over the next few months presenting two separate colour palettes. Men’s drop 1 on October 12th features all white, all black, lime green, khaki green and forever blue, while the women’s drop 1 features all white, all black, lime green, purple rose, and all navy. The following release in January next year will feature sand, wild rose, and slate grey for men’s, and sand, wild rose, and beet red for women’s — what else is there to say about Loewe’s love of colour other than its pure delight?
The best part, if you haven’t noticed so far, is the beautiful campaign shot by Thibaut Grevet, which celebrates the collaboration’s tech-led approach and the very essence of the Cloudtilt — movement. Films and stills feature talent that embody a dynamic array 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 animal flow instructor Stefan Crainic, as well as the first-ever female Emirati motor racing driver Amna Al Qubaisi, and Liu Hong, the world champion and Olympic gold medalist race walker. If you’re looking for a meaningful collaboration to invest in, here’s one.
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