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On’s sneakers have caught the zeitgeist and are soaring in popularity! Why?

On's sneakers have caught the zeitgeist and are soaring in popularity! Why?

On” is being eyed by the fashion industry as the next leader of the sneaker movement, and as of December 2024 has only two flagship stores, one in New York (Lafayette) and the other in Tokyo (Harajuku). The latter is very close to our editorial office and I often pass by it, but even during the daytime on weekdays, there is always a long line of people waiting to enter the store, with two-hour waits the norm. There are a variety of stores lining Cat Street, but On TOKYO is undoubtedly the one that attracts the most customers, and it seems as if the lines are long and the popularity is growing. What is its charm?

Reasons for the Popularity of On Sneakers 1The Fascination with Third Wave Sneakers, Originating with Nike's Departure

The craze for Nike, which led the sneaker boom, has subsided, and attention has shifted to Adidas, New Balance, and Asics. . Fashionistas looking for a third-party option are turning to outdoor brands such as Salomon and Merrell from France and Switzerland, respectively, and the up-and-coming sports brand “On,” which was born in Switzerland in 2010. Although Bally and other famous Swiss brands can be mentioned, the image of luxury watches such as Patek Philippe and Audemars Piguet is still strong. The existence of sneakers from Switzerland is unique, and the image of high-precision manufacturing associated with Switzerland has also helped the brand to attract a great deal of attention.

Reasons for the popularity of On sneakers2Reaching out to fashion-conscious consumers through collaboration with Loewe and distribution at Dover Street Market

The fact that Dover Street Market started carrying On in May 2020 was, after all, a catalyst for early penetration among the fashion-sensitive demographic. In March 2022, On and Loewe announced their first collaboration with Loewe led by Jonathan Anderson, and On and Loewe will continue to collaborate and gain popularity in 2024. In addition to Loewe, ON has collaborated with Beams, POST ARCHIVE FACTION, ATMOS, Dover Street Market, and others to create attractive limited edition items, steadily expanding its fan base.

Reasons for the popularity of On sneakers 3The perforated design of the sole not only accentuates the foot, but also provides a different level of comfort.

The tubular, pierced holes in the sole are a design common to almost all On sneaker models. The design of the position, shape, and spacing of these holes allows the sneaker to perform according to the skill level of the athlete, from running to walking, and at the same time, it is popular among fashion freaks for its ability to accentuate the foot. Incidentally, the author is actually a fan of the brand’s first-generation Cloud Monster, which features a relatively thick sole. I decided to purchase these shoes for the relatively easy reason that I could wear them at Anytime, which I usually go to, and that they were from a popular brand. The sole is curved from back to front, and when you land on your heel, your center of gravity naturally shifts toward the front, giving you the sensation that you are walking forward. This is partly due to the aforementioned rocker shape, but it is also largely due to the CloudTec® technology. CloudTec® technology, with its hollowed-out Cloud parts in the center, provides a soft landing and a powerful kicking motion. and powerful kicking out to get propulsive power with ease. and powerful kicking. While it is not unusual for other manufacturers to offer sneakers with a soft and comfortable feel, ON’s sneakers attract many fans, not only fashion lovers, because they offer a unique sensation as if your feet are moving forward on their own.

Finally, I would like to introduce some models that I recommend for men. First, I would like to recommend the “Cloudtilt” inline model, which is the base model for the Loewe collaboration. Next, I would like to recommend the ” Cloud 5,” the brand’s iconic royal model. If you are in doubt, this is the one for you. For men who think that sneakers should have thick soles, we recommend the ” Cloudmonster “. The successor model ” Cloudmonster 2 ” is also available, but the logo is a little conspicuous, so the ” Cloudmonster ” is easier to match with the logo, which is relatively less conspicuous.

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