It’s no secret that On is not just a brand for runners. Starting with sneakers and gradually expanding into full collections, the brand has made waves with innovative and sometimes unexpected collabs, like its partnership with Munich-based creative agency Bureau Borsche, known since 2007 for a distinguished career in editorial design and increasingly creative campaigns with major brands.
On’s IKON Collection: A Step Back in Time
To understand the origins of IKON, a collection aimed not at Gen Z directly but at contemplating their influence, we need to take a quick detour.
Gen Z stands out for its search for individuality and community. You could say they echo the spirit of the ‘68 generation—not in age, but in the same drive for self-expression. They may not embrace the “beat” influences of the past, but they embody similar rebellious energy, especially in their style—or perhaps more precisely, in their aesthetics.
Today’s youth emphasize the fusion of identity and appearance in a way that goes beyond “clothes make the person.” It’s about belonging, authenticity, and what is essential. And essentiality is at the heart of IKON.
Gen Z navigates a complex balance between rebellion and conformity, independence and sensitivity. In a world caught between digital connections and real-life interactions, On and Bureau Borsche created the IKON Collection to reflect this duality, blending technical expertise with aesthetic sensibility to resonate with modern street culture.
Baggy style!
Essential, comfortable—baggy. Gen Z channels both Woodstock vibes and a forward-looking style inspired by the ‘90s and early 2000s: the smooth sounds of R&B, hip-hop beats, and pop icons. With baggy pants, crop tops, oversized sweatshirts, and comfy tees, IKON captures these influences but in a clean, minimalist way. The outfit adapts to you, rather than you to it. The palette is pared-down—sandy grays and blacks—for versatility and easy customization.
Anchoring this collection is the reimagined tracksuit, a streetwear classic, alongside the Cloudflow 4 IKON, a fresh take on On’s signature sneaker, and a new Bureau Borsche-designed logo. Whether running between work and college or relaxing at a café, the IKON collection is designed for everyday wear.
The tracksuit, an iconic garment of streetwear fashion, is reinterpreted along with the Cloudflow 4 IKON, a revamped shoe model from On, and a new Bureau Borsche-style logo graphic. Whether running between college and work, or relaxing in a coffee shop, the IKON collection is designed to be worn and experienced every day.
How I’d Style the IKON Collection
The Jacket – A hyper-versatile, stylish jacket. Picture it with loose, cuffed jeans, an oversized crewneck sweater, and my favorite sneakers (always flat!). Perfect for a casual yet polished look.
The Pants – Total black! I’d pair them with a super comfy turtleneck sweater and sleek boots. Simple but elevated.
The IKON Combo – A mohair sweater, light 90s-style straight jeans, the Cloudflow 4s, and a fanny pack from the collection. It’s the ideal Monday outfit: ultra-comfortable, stylish, and ready to take on whatever the day throws your way.
The IKON Collection launched on November 7, on.com and at selected retailers.