On shoes: the hi-tech Swiss footwear brand backed by Roger Federer and Loewe alike
- The trending trainer brand has worked with Loewe, singer FKA Twigs and Korean streetwear darlings Post Archive Faction (PAF) – and lands in Hong Kong this month
Its next step on the way to global domination, naturally, is launching its very first flagship store in Hong Kong, which will occupy premium real estate in Central and is set to open on July 10.
A relative newcomer to the scene, and having grown at a remarkable pace since its founding in 2010, On is now eyeing rapid expansion in the Asia-Pacific region as its next goal, according to global head of product for lifestyle, Lucy Delacherois Day: “It’s a super-exciting market because it’s younger, more fashion-focused and trend-led. In general, people use style to really differentiate themselves, speak about who they are as an individual. It’s a real cultural driver here.”
As fans of the brand know well, On has distinguished itself from major competitors with its highly scientific, research-driven approach to both product development and branding and marketing. Day cites the latest Cloudmonster 2 trainer, designed in collaboration with PAF, as a prime example of the brand’s commitment to bringing cutting-edge technology to the athleisure market in a true marriage of comfort and style.
“We like to take our time with things, but in a meaningful way. Craftsmanship is a key [part] of the Swiss cultural identity in general,” Day says of On’s product development process, revealing that the attention to detail and amount of testing required to launch a new product can take years.
“It’s not about just changing a colourway, you know? We really want excellence regardless of whether the use case is for lifestyle. And that’s where we build our luxury or premium aesthetic – it’s where performance meets lifestyle. The architecture of design is super important to us.”
