On, the Swiss sportswear brand known for its innovative designs, has worked together with Bureau Borsche, the renowned Munich-based global design studio, to launch the IKON Collection. This collection aims to redefine sportswear by blending contemporary culture and streetwear, creating a uniform which allows the youth to develop their own sense of personal style.
According to research*, Generation Z is defined by their pursuit of individuality and community. They navigate a complex journey of conflicting desires, balancing rebellion and conformity, independence and sensibility. Their world spans digital and real-life connections, making them a unique and influential demographic. On and Bureau Borsche aim to portray the electric duality of youth, showcasing the energy and creativity of a new generation. By combining brain powers, they bridge technical expertise and contemporary aesthetics, creating a collection that resonates with modern street culture and its youth.
The IKON Collection aims to set the stage for future IKONS by creating a versatile uniform for them to use as a vessel to form their own personal style. Each capsule collection captures the essence of its time, in synergy with those defining future cultural currents. IKON evolves each year, releasing footwear, apparel, and accessories that appeal to new audiences and make their own mark. The tracksuit, a staple of streetwear, is reimagined in the IKON Collection, alongside the Cloudflow 4 IKON and a new graphic take on the On logo in style of Bureau Borsche. If running from university to your part time job or bookclub, or simply lounging away in a slam packed bar, the IKON collection is made to be worn and lived in, making it staples for today's trendsetters.
