Loewe and On have released the Cloudtilt sneaker
The new Cloudtilt sneaker from Loewe and On.COURTESY OF LOEWE
NEW SNEAKERS: Loewe‘s ongoing partnership with On has been something of a case study on how two hot brands can maximize each other’s buzz. Now the duo is taking on an entirely new sneaker.
For the brands’ fourth capsule, the LVMH Moët Hennessy Louis Vuitton-owned brand and the Swiss athletic company are introducing the Cloudtilt. As part of On’s Cloud series (and overall design philosophy), the new sneaker silhouette is part of the brand’s lifestyle-focused product intended for everyday wear.
The Cloudtilt is the first shoe in On’s lifestyle series to incorporate the brand’s CloudTec Phase, which uses computer-generated midsole technology to provide cushioning with fewer components. The brand also utilized its Finite Element Analysis software, which simulates the ways in which walking stresses parts of the legs and feet.
The sneaker features a knitted sock upper made of 99 percent recycled polyester, On’s speed laces and an EVA foam outsole that minimizes the use of rubber, plus packaging made from 100 percent recycled industrial materials.
Done in both men’s and women’s sizing, the Cloudtilt will come in two drops, the first on Thursday (with pre-launch on the Loewe site on Wednesday), done in black, lime green, khaki and blue. A second drop is set for January with a series of more nuanced colorways (sand, wild rose, slate gray and beet red). Each pair is priced at $490.
The two brands tapped Thibaut Grevet to shoot the new capsule’s campaign, which shows athletes from all walks of life in the Cloudtilt to highlight the silhouette’s emphasis on movement. The cast includes world champion and Olympic gold medalist race walker Liu Hong; gymnast Yonghon Huh; dancers Roy Kaneza and Hortense de Gromard; BMX rider Cindy Dos Reis; animal flow instructor Stefan Crainic, and first-ever female Emirati motor racing driver Amna Al Qubaisi.
Both Loewe and On have excelled during a challenging year. For the second quarter, the Swiss athletic brand was one of the few footwear brands to post positive results in North America, reporting 66.8 percent growth for the region during that quarter. The brand recently also said it intends to double its projected 2023 net sales by 2026.
Loewe, meanwhile, topped Lyst’s Index Report for 2023’s second quarter, becoming the “World’s Hottest Brand” with a 19 percent rise in searches for that period. — SHANNON ADDUCCI
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