{"id":9346,"date":"2022-12-02T12:00:35","date_gmt":"2022-12-02T11:00:35","guid":{"rendered":"https:\/\/hhv-journal.com\/?p=9346"},"modified":"2024-02-22T13:04:11","modified_gmt":"2024-02-22T12:04:11","slug":"on-x-south2-west-8-cloudaway","status":"publish","type":"post","link":"https:\/\/hhv-journal.com\/en\/news\/on-x-south2-west-8-cloudaway\/","title":{"rendered":"Two Sides of the Functionality Coin – On x South2 West 8 \u2018Cloudaway\u2019"},"content":{"rendered":"

Two Sides of the Functionality Coin \u2013 On x South2 West 8 \u2018Cloudaway\u2019<\/h1>\n
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Words: Ali George Hinkins<\/a>
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During a time of spineless collaborations for collaboration\u2019s sake, On and South2 West8 convene as partners for Autumn\/Winter \u201822 on the \u2018Cloudaway\u2019 silhouette, bringing together the individual components of each brand. Whilst the two of them may seem like an odd match, I hear the phrase \u2018opposites attract\u2019 reverberating through my head, piquing my interest further. But, before we dive into the nitty-gritty product details of the shoe itself let\u2019s paint a broader picture for you to indulge in.<\/p>\n

Despite its performance-oriented background, On has burst onto the fashion landscape in recent years amidst the rising thirst for technical footwear that has welcomed in long-steeped names like Salomon and Norda to sit alongside newcomers such as the Swiss pioneer, On. Since its inception in 2010, a seemingly short period considering On\u2019s current placeholding in the footwear field, the function-first brand has been shaking things up without fear of stepping on the toes of the market leaders who have been operating for decades longer. Despite being in an industry bound by consistent innovation, On has largely deviated from the mainstream notions of what sole technology and construction are but it is clearly paying dividends for them. It\u2019s hard to look past On\u2019s silhouettes without being somewhat intrigued by the cloud-like appearance of its sole units which is a proprietary technology called CloudTec\u00ae \u2013 a multi-directional cushioning system that\u2019s activated exactly when you need it.<\/p>\n

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Causing a similar kind of stir on the flip side of the coin, South2 West8 is a fashion-meets-function label healthily inspired by mountain stream fishing, an activity that the founding designer, Keizo Shimizu holds dear to his heart. It isn\u2019t just the act of fishing itself that informs Shimizu\u2019s design language, but the apparel associated with the sport that plays a key role whether it be the reinterpretation of a vintage garment found in a thrift shop or accounting for technical characteristics that are typically used in modern-day equivalents. Particularly enamoured by \u2018Tenkara\u2019, a traditional method of fishing largely practiced in Japan, this filters throughout each collection with influences replete in specific items such as the Tenkara Trout Parka or Tenkara Fleece Pullover that are particularly identifiable for their utilitarian appearance often adopting multi-pocket assortments, rod holders and cropped lengths for their functional uses. Despite operating as a component in a larger machine amongst the likes of Engineered Garments and Needles, South2 West8\u2019s identity is as clear as day and not concealed the identity of the larger names in the Nepenthes network.<\/p>\n

Abstractly, On and South2 West8\u2019s collaboration is like two industry disruptors coming together to cause, well, even more disruption. Already these two operate on different playing fields, but somehow they are united by a common ground where their performance-inspired designs have been adopted by modern urbanites who are interested in technical design. For some of the customers of both On and South2 West8, their intentions are far removed from the realities that inspire them.<\/p>\n

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