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2025.06.05
CULTURE

How Did Mita Sneakers's First-Ever Collaboration, "Cloud 6 Coast MITA" with On, Come to Fruition?

#On
#On Running
#sneakers
#Cloud 6
#collaboration
#Mita Sneakers
#Shigeyuki Kunii
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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.
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