Growing up in rural Northern Ireland, Jonathan Anderson and his brother would frequently watch their dad play rugby. An international player, he instilled a love of sports and the outdoors in his sons; from coastal walks to wetlands exploration. Now, Anderson has filtered that sense of adventure into a new Loewe permanent collection focusing on utilitarian staples and technical outerwear.
Titled Eye/LOEWE/Nature, the collection is created as a uniform for a rural headspace: fit for ramblers (parkas constructed from technical material, jumpers knit from recycled cotton fibre) and the more adventurous (cargo shorts, backpacks with added cushioning and interior pockets – whether that’s for stashing your laptop or your jam sarnies).
Revealed at a special pop-up store on Brewer Street (open until 4th February), the capsule comes alongside a campaign featuring British actor – and Loewe menswear ambassador Josh O’Connor. Shot in the wilds of Cap de Creus — Spain’s easternmost reaches — the short film (below) sees O’Connor cycle through the countryside terrain to test Eye/LOEWE/Nature in its natural environment.
Collection available now at the Eye/LOEWE/Nature pop-up store on 52 Brewer Street until 4th February and in selected LOEWE stores and loewe.com from 10th of January.
For every Eye/LOEWE/Nature product sold in 2019, LOEWE will donate 15€ to help fight plastic pollution.