On Says Take a Hike
The popularity of hiking footwear has soared in recent years, in part due to much of the world having nothing better to do than meander through nature during lockdown. It could also be convincingly argued that this was always going to happen as the natural evolution of the gorpcore trend, which boomed in 2019, right before the pandemic.
So, hiking is cool but the footwear within the space has, historically, been anything but. In recent years things have gotten remarkably better, admittedly, mostly down to tasteful brands like Salomon and Arc’teryx making mountains more stylish.
Likewise, On has been grabbing hiking kicks by their big fat rope laces and yanking them to another level.
Started in 2010 by Swiss trio Olivier Bernhard, David Allemann, and Caspar Coppetti, On’s comfy performance wear has garnered a cult-like following over the past few years — Roger Federer was such a big fan that he swiftly became an investor .
On's latest design, the Cloudtrax, is demonstrative of both its progressive perspective on trek shoes and the reliable wearability that's earned it a devoted following.
Dropping online on June 2, the high-top Cloudtrax comes in two aesthetically pleasing colorways and is equipped with a Missiongrip outsole for tackling a myriad of terrains and On’s comfortable CloudTec innovation underfoot.
“With the Cloudtrax we are launching a new kind of performance hiking footwear, strongly influenced by the desire to approach the outdoors in many ways," explained Sebastian Hage, Performance Outdoor Footwear Product Manager at On.
This latest drop follows a recent release with LOEWE on the Cloudventure and Cloudrock, and last year's Cloudridge unveiling.
"The Cloudtrax bridges the gap between city and mountain, so no need to decide which shoe you need for the day," Hage continued. "It does it all."
