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How Did Mita Sneakers's First-Ever Collaboration, "Cloud 6 Coast MITA" with On, Come to Fruition?
On, the Swiss-born sports brand that's gaining popularity worldwide, is taking the footwear industry by storm with its unique technology, "Cloudtec®".
This time, we caught wind of a Special Makeup (SMU) model, the "Cloud 6 Coast MITA", which is based on the "Cloud Coast" and is a collaboration with the famed Ueno retailer, "mita sneakers". We sat down with Shigeyuki Kunii, the creative director at "mita sneakers" and the mastermind behind this SMU, to get the inside story on how "Cloud 6 Coast MITA" came to be and what makes it stand out.
Was the Collab Model in the Works from the Moment "On" Landed in Stores?
"mita sneakers" is a legendary Ueno shop that draws sneakerheads from around the globe. With the news of a fresh SMU collaboration with Switzerland’s "On", we spoke to Kunii to dig into the details and find out how this partnership took shape."We actually started stocking 'On' a bit later than others—it was in 2022, just as the 'Cloud 5' model was released. The 'On' team had approached us about carrying their products, but at that time, we wanted to pitch something with chunkier soles, great cushioning, or a bit of that nostalgic 2000s vibe.
"When we at 'mita sneakers' decide to carry a product, we look at factors like how we can sustain it mid-to-long term, and how it fits alongside the brands we already carry—there are lots of angles we consider. For 'On,' we wanted to approach it differently from just lining it up with our existing brands.
"When the flagship 'Cloud' line evolved to the 'Cloud 5,' we heard they were rolling out both a regular mesh model and a waterproof version. The idea of simultaneously offering models focused on breathability and on water resistance seemed really fun—so that's when we decided to jump in."
It turns out, around that time, the "On" team was already floating ideas for a collaboration with "mita sneakers." Kunii continues.
"Basically, we don’t carry products just to do collaborations. I wanted to thoroughly establish our inline lineup first and then plan a collab model... That’s how I was feeling at the time. And right around then, the 'On' team was also just getting started with the 'Cloudmonster' project. With its chunky silhouette and wide body, it was exactly what we wanted to propose. That’s how the idea for the collaboration model came about."
It was during the pandemic—a tough time for communication—but even so, the discussions progressed, and just as the product was set to launch, pandemic restrictions began to ease. However, the collab model project itself ended up falling through.
"The collaboration model I requested at the time was a pretty demanding project. With the technology back then, it just couldn’t be realized. We did get as far as a sample, but it wasn’t something I was satisfied with. So, we decided to put the collab on hold and start over from scratch."
Because Kunii is so particular, he wanted to offer something he was truly proud of. Unfortunately, at that time, 'On' didn’t have the production knowledge, like which factories to use, so the collab project fell through.
Collab Model Theme: Making Mobility More Comfortable
After 'On' held exhibitions in Paris and meetings with the headquarters team, the idea for a collab surfaced again. But Kunii was already looking "beyond." Reminiscing about that period, he shared:"Actually, the idea for a collaboration on the 'Cloudmonster' series came up again, but it was also right around the time 'Cloud 6' was being kicked off. People who are quick to pick up trends were starting to focus on low-profile sneakers. The 'Cloud' series is the face of the brand, so if we were going to do another collab model, we agreed it should happen as the 'Cloud 6' evolved."
Actually, there was already a "Cloud 5 Coast" model, but back then, people were generally avoiding going out because of the pandemic. Now that COVID has settled and the time felt right, the "Cloud 6 Coast," which lets you step on the heel for easy on-and-off, was chosen as the base for the collab.
When asked about the features of this collaboration model, Kunii explained further:
"This time, the theme was to 'make mobility more comfortable.' In Japan, people have a lot of occasions to take their shoes on and off. Even during travel, if it’s easier to put on and take off your shoes, moving around becomes less of a hassle. With that in mind, we based this collab model on the 'Cloud 6 Coast.'
"The standout feature is, without a doubt, that you can step on the heel and wear them like sandals, offering a 2-way option. The shoelaces have also adopted a quick lace system, which is slightly different from the regular inline models. Another point is that two insoles are included: one made of comfortable cork material that feels great even when barefoot, and another with excellent absorbency."
How Even Sneaker Fans Are Convinced by How “On” Communicates Their Brand
This collaborative model also sports a design that's slightly different from the inline models. Kunii shared the following thoughts about its design and wearability."'On' is a sports brand, so breathability is thoroughly calculated. The inline models feature mesh layers of the same color, but in this collab model, we added a slightly lighter color to the layers to create more depth and a three-dimensional look.
"In addition, we added colored stitching to subtly distinguish it from the inline models. The 'Cloud 6 Coast' features On's distinctive 'CloudTec®,' but in terms of comfort, it feels more about stability than cushioning."
Finally, when asked about On's future direction, Kunii responded:
"As a sports brand, 'On' has earned a solid reputation in the performance shoe sector, designing the official gear for the Swiss national team at the Paris Olympics and having marathon runners wear its models.
"However, aside from those models for athletes, there are numerous high-quality options in the lifestyle-oriented line called 'Performance All Day,' including 'Cloud 6' and 'Cloudmonster'—and I believe we'll see a wide range of new models going forward. Launching this collab model, I hope we can offer 'On' sneakers that will appeal to sneaker enthusiasts as well."
Although this collaboration model was available in advance at "mita sneakers," it officially goes on sale today, Thursday, June 5, at the On Flagship Store Cat Street and other locations. Be sure to check them out to experience the comfort for yourself.
PROFILE
Shigeyuki Kunii
mita sneakers Creative Director
Serving as Creative Director for "mita sneakers," a brand that proposes a unique sneaker style from Ueno, downtown Tokyo, to the world. He has produced numerous collaboration and exclusive models with various brands and showcased his skills with New Balance collaborations and exclusives as well. Currently, he is also the external director of "Herringbone Footwear," a shop that recently opened in Toranomon Hills. From global projects to domestic inline direction, he is one of the most pivotal figures in the sneaker industry, involved in a broad array of sneaker projects.
mita sneakers
1F Street shop, Ame Yoko Center Building, 4-7-8 Ueno, Taito-ku, Tokyo
TEL: 03-3832-8346
Business hours: (Weekdays) 11:00–19:30, (Weekends/holidays) 10:00–19:30
https://www.mita-sneakers.co.jp/
Photo by Hiroyuki “Lily” Suzuki (StudioLog)
Text by Yasuyuki Ushijima (NO-TECH)
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