Despite all of LOEWE’s and , its sneaker game is comparatively low-key. Like, LOEWE makes great shoes but nothing’s ever found crossover success in the same way as its luxury peers’ ultra-marketable kicks.
LOEWE’s Flow Runner changes things.
This isn’t a new shoe I’m talking about, though you may not be familiar with it just yet. The weird thing is, the LOEWE Flow Runner has been around for some time but, all of a sudden, it’s everywhere.
https://www.tiktok.com/@styles_by_cam/video/7203734449991798062
https://www.tiktok.com/@maichi091234/video/7147287489361874177
When most consumers shop luxury labels, they’re looking to get stuff like handbags, fragrances, and sneakers. These are the most visible elements of conspicuous consumption and, if you’re spending high-end dough at a high-end boutique, you’re probably looking for something that reflects the amount of money you spent on it.
Fact of the matter is simply that most folks aren’t willing to drop that kinda money on . I mean, I’m sure there’s big business in high-end hoodies but what people really want are statement accessories they can mix in with their day-to-day fare.
You can’t unless you’re, well, wealthy.
https://www.instagram.com/p/Cm1HH99t3aT/
Hence the proliferation of obvious flexes like Goyard totes, Louis Vuitton scarves, Yves Saint Laurent clutches, Gucci Ace shoes, and Hermès belts.
This is all to say that LOEWE’s hit on this with handbags and accessories but LOEWE shoes, especially sneakers, haven’t taken off.
That is, until the Flow shoe recently strolled back into the public consciousness.
https://www.tiktok.com/@styles_by_cam/video/7203734449991798062
https://www.tiktok.com/@stylebywale/video/7193488104991362350
The way I see it, over the past couple years, luxury sneakers have shifted from the ultra-beefy chunksters (Balenciaga Triple S) to dad shoes (Balenciaga Track, Gucci Rhyton, Lanvin Curb) to retro runners like LOEWE’s Flow.
It’s a subtle transition and there’s a lot of overlap — the new is nothing if not .
But, stylistically, there’s a gulf of difference.
https://www.tiktok.com/@sarahrosestack/video/7146571004465368366
https://www.tiktok.com/@laurencarltonw/video/7199380112645606662
Rather than define the exact difference between a “dad shoe” and “retro runner,” though, let’s go back to the New Balance 327, which .
After a few hyped collabs, the 327 settled into its role in the New Balance stable as a general release model. But, in late 2022, it took off again.
This time, it was the general population snapping up the 327, rather than sneakerheads.
https://www.tiktok.com/@browley_/video/7181460583177391365
Even by early 2023, the 327 is currently pretty well in two on New Balance’s site — it’s got genderless crossover appeal but women seem to especially covet the shoe.
https://www.tiktok.com/@chlowhi18/video/7190331080002587910
The New Balance 327 is worth mentioning because its one of the shoes that paved the way for the LOEWE Flow sneaker. The other is the .
https://www.tiktok.com/@carlyrivlin/video/7132902294458223918
No need to further break down the Samba’s current relevance — look, low-cut shoes are , what else you wanna know? — but, together with the New Balance 327, it created a market for a certain kind of sneaker.
https://www.tiktok.com/@lexdamon/video/7140695129286790446
We’re talking low-cut shoes comparably less chunky than, say, Nike’s Air Force 1 and much more rooted in a comfortably old-school aesthetic that’s at once and very timeless (the 327 by New Balances from the ’70s).
https://www.tiktok.com/@jessicabenioni/video/7141056134323965227
These sneakers evoke classic running shoes like Nike’s Cortez and the original adidas Nite Jogger; they aren’t Y2K technical or classically “ugly” like dad shoes.
https://www.tiktok.com/@beclong_/video/7190494084140633349
LOEWE’s Flow sneaker is the bougie evolution of that motif.
It’s interesting, too, how these shoes exist outside of industry release cycles.
Like, LOEWE first released the Flow several seasons ago and the New Balance 327 debuted almost three years ago. But these sneakers washed back up into the public consciousness due to the intangible ebb and flow of trends, giving them newfound relevance.
https://www.tiktok.com/@rachel_levy_/video/7181919499153640709
Much like with the New Balance 327, women’s sizes of the LOEWE Flow sneaker are especially desirable, though they have genderless appeal.
No less of women’s LOEWE Flow runners are completely sold out on LOEWE’s website and its easily the most available and well-sold LOEWE women’s sneaker on .
https://www.tiktok.com/@christalkay/video/7190149547333668139
https://www.tiktok.com/@babyfelton/video/7113200868446539051
Imposing prices or not (the LOEWE Flow prices range from to $690 to $750), I’ve seen countless pairs of these things while walking New York (and there’s even more ). Purely anecdotal, yes, but often indicative of bigger trends (I see many more New Balance 327s, to be fair). I mean, companies are even duping LOEWE’s Flow sneaker years after it debuted.
https://www.tiktok.com/@sydneyfara/video/7176410724200238382
https://www.tiktok.com/@minimallyso/video/7202249922471595306
The footwear industry is so big that multiple trends can happen simultaneously, of course.
Hence why Balenciaga, Givenchy, and KENZO are into , Bottega is going for , and LOEWE is leaning into the Flow, all at the same time.
The funny thing is that all of those other brands are debuting new shoes while LOEWE is making the most of the Flow’s sudden jolt in popularity. Hey, I bet LOEWE’s not complaining.
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