Loewe

Loewe will partner with On to introduce a modern shoe

Loewe has announced a new partnership with performance sportswear company On. This will result in the Cloudtilt, a lifestyle shoe made to move and for people on the go, one that showcases the brands’ shared exploration of craft and technology.

The Loewe x On Cloudtilt blends meticulous design with premium Swiss engineering. Its silhouette has sequentially collapsing Clouds that adapt to the wearer’s movement, allowing for seamless weight transfer from heel to toe. The streamlined design and the CloudTec® Phase, a computer-generated midsole
technology that offers cushioning with fewer components for a smooth, ultra-lightweight
ride, help provide superior cushioning at all times.

The outer sole of the Cloudtilt is crafted from EVA foam to provide soft landings and minimal use of rubber. It is therefore the latest chapter and Loewe and On’s commitment to performance and sustainability. Indeed, all packaging is made from 100% recycled industrial materials, making it one of the most eco-friendly shoes available today.

The shoe will be available in two drops, each with its own colour palette. Men’s Drop
1 will be available from October 12, coming in all white, all black, lime green, khaki green and forever blue. Women’s Drop 1 releases on the same day and will feature all white, all black, lime green, purple rose, and all navy. The second men’s and women’s drops will be unveiled in January 2024, with sand, wild rose, and slate grey for men and sand, wild rose, and beet red for women.

The Cloudtile’s accompanying campaign shot by Thibaut Grevet celebrates the importance of movement and the product’s tech-led approach. Films and stills feature the UAE’s first female motor racing
driver, Amna Al Qubaisi. Currently racing in F1 Academy for MP Motorsport, Amna was the
first Emirati woman to win a Formula 4 UAE Trophy Race at the Abu Dhabi Grand Prix in 2019, and the first to compete in a Formula E test in Saudi Arabia in 2018. Other talent 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 medallist race walker.

In the Middle East, the Cloudtilt collection will be exclusively available at the Loewe x On pop-up
at Mall of the Emirates from October 12 to 27. The space will feature an interactive kinetic floor
experience, where LED screens respond to visitors’ movements and create artistic ripples,
trails, and patterns that surround them in real-time.

For more information on the Cloudtilt, please visit loewe.com.

Pranav is a writer and editor who always strives to weave stories and narratives with his words. He has written for multiple publications across a wide variety of beats. A keen opinion enthusiast, Pranav pursues the art of writing balanced pieces that explore every available POV before making his conclusion. In his free time, Pranav rages at his favourite sports teams and practices impressions.
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