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

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

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