Eye/LOEWE/Nature: Loewe takes menswear into the great outdoors

Fashion & Leather Goods


The new Eye/LOEWE/Nature ready-to-wear collection for men is designed for nature. The technical and utilitarian clothes and accessories in this innovative line are an invitation to get out of the city and rediscover the freedom of wide open spaces.

“Anyone who lives in a city will know the feeling of having been there too long.” This quote from British writer and naturalist Robert McFarlane encapsulates the essence of the new Eye/LOEWE/Nature menswear collection. The clothes and accessories create the silhouette of an intrepid contemporary adventurer ready to head off and explore the four corners of the earth.

© Kuba Ryniewicz / LOEWE

To accompany this Loewe man with an affinity for nature, the Maison has created a casual line of parkas, sweaters and cargo pants with an emphasis on technical and natural materials, including recycled cotton fiber. Far from the subdued hues of traditional outdoor attire, Eye/LOEWE/Nature features a palette of vibrant colors.

© Kuba Ryniewicz / LOEWE

For the accessories, Loewe has taken advantage of Japanese high-tech expertise to craft hand-sewn backpacks in high-grade canvas with calfskin trim, intended for a nomadic lifestyle that skips effortlessly from city to countryside. To embody the collection, Loewe traveled to the wilds of Cap de Creus in Spain as the backdrop of the campaign. The  invitation to leave the beaten path is personified by British actor Josh O’Connor, who explores untamed outer reaches by bike, walking along the sand and at sea.

© Kuba Ryniewicz / LOEWE

The collection also underlines Loewe’s commitment to the environment. For every  Eye/LOEWE/Nature product sold in 2019 Loewe will donate €15 to help fight plastic pollution.