On x Bureau Borsche IKON Collection
Introducing IKON. A uniform for the future.
ZURICH, Switzerland, October 28, 2024 – 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.
"The collection with On for the Ikon Collection has been an inspiring journey of creativity and innovation. At Bureau Borsche, we strive to blend contemporary culture with timeless design, and this partnership allowed us to push the boundaries of sportswear. By merging On's technical expertise with our aesthetic vision, we've crafted a collection that resonates deeply with the modern youth, capturing the vibrant energy and individuality of Generation Z."
– Mirko Borsche
The campaign draws inspiration from the concept of a "future yearbook," where a diverse cast of young people is photographed in studio settings, wearing the IKON uniform. This approach not only highlights the uniqueness of each individual but also emphasizes the collective energy and potential of the new generation. The images will include full-length, mid-length, and portrait shots, blending stillness and movement to capture the dynamic essence of youth culture. The IKON Collection Class of '24 assembles a vibrant line up of young influencers, showcased in a future yearbook concept that immortalizes their individuality and aspirations.
Find all campaign and product assets HERE.
The collection will be available on November 7th, 2024 at on.com and at selected retailers.
About Bureau Borsche:
Founded in 2007 by renowned designer Mirko Borsche, Bureau Borsche is a forward-thinking creative studio known for its innovative approach to design and visual communication. Specializing in brand strategy, art direction, and multimedia storytelling, the studio collaborates with global brands to create impactful and cutting-edge experiences. Under Borsche's leadership, the studio pushes creative boundaries by integrating art, technology, and culture to craft unique narratives that resonate across both digital and physical platforms.
About On:
On was born in the Swiss Alps in 2010 with the mission to ignite the human spirit through movement – a mission that still guides the brand today. Fourteen years after market launch, On delivers industry-disrupting innovation in premium footwear, apparel and accessories for high-performance running, outdoor, training, all-day activities and tennis. On’s award-winning CloudTec® innovation, purposeful design and groundbreaking strides within the circular economy have attracted a fast-growing global fan base – inspiring humans to explore, discover and Dream On.On is present in more than 60 countries globally and engages with a digital community on www.on.com.
* Francis, T. and Hoefel, F. (2018) ‘true gen’: Generation Z and its implications for companies, McKinsey & Company. Available at: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies (Accessed: 31 July 2024).