LOEWE Launches Menswear Line Inspired In a Utopian Vision of The Great Outdoors

 The British writer and naturalist Robert McFarlane wrote in his book The Old Ways that, “Anyone who lives in a city will know the feeling of having been there too long.” The obvious antidote to this urban malaise is to switch off and head into the great outdoors. With that in mind, Loewe launches a permanent line of functional essentials for men. The ready-towear collection and accessories are designed for nature. Practical and refined, Eye/LOEWE/Nature is an innovative take on utilitarian standards

that offer both style and substance.

The Clothes

Parkas constructed from technical material and jumpers knit from partly recycled

cotton fibre join outerwear, cargo shorts, trousers and shirts in this casual line of

apparel. Far from the subdued hues of traditional outdoor attire, Eye/LOEWE/

Nature benefits from an uplifting palette of vibrant colours.

The Accessories

Taking advantage of the country’s craft heritage and high-tech expertise, all

accessories are manufactured in Japan. Hand-sewn from high-grade canvas with

calfskin trim, the Eye/LOEWE/Nature backpacks are intended to skip effortlessly

from countryside to commute with added cushioning and support. Interior zip

pockets also allow for thesafe storage of laptops or tablets and the vivid colours

have contrasting white stitching. Tote bags and sling sacks add a contemporary

touch to accessories designed for those who live and work on the go.

The Man

The Eye/LOEWE/Nature man is drawn to nature with an intrepid outlook that takes

him to all corners of the earth. He is fascinated by the whys, whats and wheres that

define a place and its people. He cares about the quality of what he buys and how he

looks.

The Campaign

British actor Josh O’Connor travelled to the wilds of Cap de Creus - Spain’s

untamed easternmost reaches to test Eye/LOEWE/Nature in its natural

environment. The campaign and new ‘Eye’ insignia were developed by M/M Paris.

Eye/LOEWE/Nature pop-up at Velo6

LOEWE has teamed up with Velo6, for a special pop up dedicated to the Eye/

LOEWE/Nature from 10th January till 1st February 2019. Velo6 is a hotspot with

combined concept of cafe, retail and event for discerning and passionate fans of

cycling and to celebrate the cultural importance of cycling and inspire them to get

the most from this global movement. To celebrate the launch in Hong Kong, there

will be a launch event:

Eye/LOEWE/Nature pop-up at Velo6

G/F, 6 On Wo Lane, Central, Hong Kong

10th January - 1st February 2019