On Shoes

A class-action lawsuit accuses Zurich-based footwear company On of “Swiss washing” by prominently displaying the phrase “Swiss Engineering” and the Swiss cross on shoes that are actually made in Asia.

The complaint argues that consumers not only prefer but are willing to pay more for “Swiss quality and craftsmanship,” pointing to Swiss-made luxury watches and premium chocolates as examples of products that command a higher price over comparable goods made elsewhere.

“Seeking to capitalize on the ‘Swiss Premium’ without incurring the costs of Swiss manufacturing, On has engaged in a systematic branding campaign designed to mislead reasonable consumers into believing its products are made in Switzerland,” the lawsuit, originally filed in December, alleges, adding:

In truth, Defendant’s products are not made in Switzerland. They are not assembled in Switzerland. They do not source their primary materials from Switzerland. Defendant’s footwear is manufactured almost exclusively in low-cost labor hubs in Vietnam and Indonesia

In a 2025 SEC filing, On disclosed that about 90% of its footwear is produced in Vietnam and about 10% of the company’s shoes are produced in Indonesia.

With regard to the “Swiss Engineering” label, which appears on dozens of shoes on the On website, the lawsuit asserts that most of the engineering involved in the manufacturing of the footwear “takes place elsewhere in conjunction with some contribution” from On’s corporate office in Zurich. Only one of the shoes currently listed on the company’s website also displays the Swiss cross (the one pictured above). None of the product pages disclose origin information.

According to the complaint, On discloses accurate country-of-origin information inside the shoes – if you can find it.

While some models contain origin information on the inner tongue, others – including several Cloud running shoes, which have developed a cult-like following in recent years – require part of the shoe to be “forcibly bent and closely inspected” in order for the “Made in Vietnam” or “Made in Indonesia” designation to be visible (see second image below for an enlarged view of the first):

Regardless of where the origin information appears inside the shoe, it does not cure the deception caused by the Swiss branding on the outside, the complaint argues, noting:

When a consumer views the shoe on a shelf or in an online gallery, they see the Swiss Flag and “Swiss Engineering.” They do not see the inner tag. The “Swiss” representation is the “hook” that justifies the purchase and the premium price.

In response to an inquiry by TINA.org, On said it doesn’t comment on pending litigation.

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