Switzerland – The performance brand has unveiled the Cloudrock Waterproof hiking shoe in response to a growing interest in outdoor activities.
On, which is known for its lightweight running shoes, released the hiking boot as part of its expansion from urban running to hiking. With many of the same benefits as its running counterpart, the boot is 35% lighter than similar styles on the market and has ‘unparalleled grip for any and every terrain’.
‘Though road running is at the core of On, its expansion into trail running and hiking made perfect sense,’ co-founder David Allemann told Dezeen. ‘On’s home in the Swiss Alps provides the perfect testing ground to inspire, create and deliver the best innovation in performance outdoor gear.’
For many urban dwellers, nature is becoming the ultimate luxury. To see how high-end brands can enter the burgeoning Elevated Outdoors market, read our microtrend.