Preparing for a workout might be just as intimidating, if not more, than the workout itself. With an abundance of activewear brands, cutting-edge performance sneakers, and various moisture-wicking leggings to choose from, it can be overwhelming to choose what suits you best. That’s where Loewe x ON comes in.
The Swiss performance brand has just teamed up with the Spanish heritage house on their biggest joint collaboration of activewear yet. Set to launch in the Middle East this week (exclusively at a dedicated pop-up in the Dubai Mall from May 23 to June 8), the co-designed capsule collection of ready-to-wear, shoes, and accessories has all your athletic needs sorted.
Designed with comfort in mind, On combined its CloudTec Phase technology with multi-layer mesh and textile uppers, extra cushioning, and rubber toe-guards to create the new On x Loewe Cloudtilt 2.0; their latest iteration that makes running on concrete feel like running on a cloud. Featuring a sleek new logo that combines Loewe’s ubiquitous double “L” anagram with On’s distinct lettering, the workout shoes have been elevated to a legitimate fashion staple that you can wear beyond the gym.
In addition to the lightweight sneaker, the new capsule collection also features insulated parkas, puffers, and vests; ultralight jackets, waterproof capes, performance tops and T-shirts made from recycled technical jersey, fleece hoodies and sweatshirts, technical track pants, training shorts, and bicycle shorts, in addition to accessories like neck gaiters, socks, arm sleeves, and caps that are equal parts stylish and functional, so you don’t have to compromise performance for style.
The collection was captured by American artist Ryan McGinley, who shot on Polaroid six athletes— top-ranked tennis player Ben Shelton from America; Japanese running maverick Masato Yokata, German Olympian Alexandra Burghardt; and the middle-distance runners Aaliyah Miller, Mario Garcia Romo and Sintayehu Vissa, hailing from the United States, Spain, and Italy— in the Californian landscapes of Indian Canyon, Palm Springs, and Simi Valley.
