on, post archive faction, and elevating brand image
On has touted its CloudTec to be head and shoulders above the competition when it comes to next-level comfort and support. Combined with its commitment to sustainability, it has shown the fashion market that it has earned its self-proclaimed ethos of ‘comfort, performance, and innovation.’
However, in terms of aesthetic style or brand imaging, On has missed its mark.
The shoes lack artistic integrity. It’s the ‘every-man’s’ shoe, designed solely to appeal to the masses when On markets itself as a shoe of the future.
It is, from a shoe design perspective, associated more with soccer moms, accountants, and tech bros who pair them with everyday casual outfits.
On’s ‘Cloud 6” all day signature shoe
This has led to a challenge between consumer net gain and artistic exploration. It is a battle of what the brand wants to convey versus its commitment to an already dedicated audience.
However, in June 2021, On wanted to change that perception.
On contacted South Korean Creative Director Dong Joon Lim to propose a collaboration.
Lim is the Creative Director of Post Archive Faction (PAF), a South Korean Menswear brand formed in 2018. Their pieces center around fashion-forward garments that take technical design to futuristic heights. This, in return, gives both aspects of technical sports style and avant-garde.
In a recent interview in Vogue magazine, Lim stated that when he was contacted by On in 2021, he had never heard of the brand. But realized their goals were in line.
“On is trying to do what I’m trying to do, which is focus on product design and break into the fashion industry. That’s Post Archive Faction’s strategy. We’re doing a fashion invasion, in a way,” said Lim.
Fast forward to 2025, and the fashion newcomers have debuted their fourth collaboration together on the runway.
What PAF has been able to do is give On an innovative sport-style look that matches their state-of-the-art technology. On boasts in its CloudTech while PAF makes strides in fashion aesthetics. This has led to one of the best collaboration series the fashion world has seen in years, due to both brands having innovation as their top priority.
These collaborations have shown how taking a chance artistically can expose a brand to a diverse audience. On was in a chokehold by its audience. Under Dong Joon Lim’s direction, the approach to artistic integrity has opened the door to numerous possibilities. It shows that On isn’t afraid of the avant-garde and has done wonders for its image.
Take their recent collaboration with FKA Twigs, which is a dance-inspired capsule that is ‘designed for self-expression’.
This change of direction has not been the first example. Notable collaborations, such as those between Kiko Kostandinov and Asics, or New Balance and Aime Leon Dore, have breathed new life into these well-established companies.
What many of these collaborations have done is help these industry mainstays explore a new aspect of ideology that wouldn’t have been possible without contributions from outside sources. This trend of open arms in the fashion world needs to continue to alleviate the stagnation that brands like On were facing before PAF. Not only that, but to keep the idea of artistic merit alive, allowing these brands to subvert expectations and be innovative in multiple ways.
