In the last few months Loewe has demonstrated its razor sharp wit, creativity and adaptiveness–all of which are necessary for luxury brands to maintain relevance in today’s world. Business of Fashion recently released an infographic of where brands were ranking on alignment and engagement with their consumer base and Loewe was firmly in the “magic” category with high numbers on both scales. This is due in large part to their collaborations, for instance the ingenious spelling bee ad campaign with Dan Levy and Aubrey Plaza.

But in addition to marketing, Loewe has also expanded its reach by partnering with other brands in different fashion spaces like athletic wear. Following the success of two sneaker collaborations between Loewe and On, the team just announced they were dropping a ready-to-wear technical apparel collection to create a top-to-toe activewear wardrobe.



The collection, which is available now online and in store, includes performance tops, T-shirts and tanks made from recycled jersey as well as insulated parkas, lightweight jackets, puffers and vests for men and women finished with a subtle tie-dyed pattern that’s meant to be reminiscent of a storm. The shells and zip pulls also feature a new logo in reflective foil.

Below the belt, the collection includes track pants, tights, training and bicycle shorts and the return of the co-designed Cloudtilt sneaker which, as the name suggests, is meant to feel like walking on clouds. The new Cloudtilt 2.0 is composed of performance mesh and woven textiles with enhancements such as rubber toe-guards, extra padding on the tongue and shoe collar, and a branded heel loop.

To round out the collection, Loewe and On have released athletic accessories such as neck gaiters, socks, arm sleeves, caps, and briefs to support the all-weather athlete.