LOEWE, is teaming up with On, the Swiss footwear experts, to introduce a groundbreaking lifestyle shoe called the Cloudtilt. This innovative collaboration marries meticulous design with cutting-edge Swiss engineering, continuing a shared journey into the world of craftsmanship and technology. The Cloudtilt brings a brand-new silhouette characterized by sequentially collapsing Clouds, which dynamically adapt to the wearer's movement, ensuring a seamless transfer of weight from heel to toe.
Inspired by the limitless expressive potential of motion, the Cloudtilt is the inaugural shoe in On's lifestyle range to feature CloudTec® Phase – a computer-generated midsole technology designed to deliver exceptional cushioning while minimizing components for an incredibly lightweight and smooth ride. The design of the Cloudtilt was honed using Finite Element Analysis software, which simulates the stresses exerted on the legs and feet during walking, guaranteeing superior cushioning, making it an ideal choice for long days on your feet.
The shoe's construction features a knitted sock design, speed laces, and embraces LOEWE x On collaborative branding, making it a streamlined and stylish option. The outer sole is crafted from EVA foam, providing a soft landing and minimizing the use of rubber, which is only present in targeted contact areas. The engineered mesh upper, made from 99% recycled polyester, aligns with LOEWE x On's commitment to both performance and sustainability. All packaging for the Cloudtilt is crafted from 100% recycled industrial materials, underscoring the collaborative mission's eco-conscious approach.
The Cloudtilt collection is set to release in two separate drops, each with its own distinct color palette. The Men's drop 1 arrives on October 12th, offering a range of colors including all white, all black, lime green, khaki green, and forever blue. Women's drop 1 is similarly diverse, with all white, all black, lime green, purple rose, and all navy options. Men's drop 2 is scheduled for January 2024 and features sand, wild rose, and slate grey, while Women's drop 2 offers sand, wild rose, and beet red.
The campaign accompanying the Cloudtilt launch, captured by talented photographer Thibaut Grevet, celebrates the art of movement and the collaborative approach to cutting-edge technology. The campaign stars a diverse cast of talents, including UAE's first female motor racing driver, Amna Al Qubaisi, 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 medalist race walker. Together, they showcase the multifaceted nature of human movement through a dynamic range of leaps, twists, strides, and stretches.
For those 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 pop-up experience will include an interactive kinetic floor, where LED screens respond to visitors' movements, creating real-time artistic ripples, trails, and patterns.