Action sports brand, Vans is collaborating with The Museum of Modern Art(MoMA) on a special edition footwear and apparel collection celebrating theNew York museum’s collection and prominent artists.
There will be two drops in the collaboration featuring artists SalvadorDalí, Vasily Kandinsky, Claude Monet, Edvard Munch, Jackson Pollock, LyubovPopova and Faith Ringgold, who have been selected to reflect the diversityof MoMA’s collection.
The first release of footwear, apparel and accessories will launchworldwide September 30, with products featuring iconic works by SalvadorDalí, Vasily Kandinsky and Claude Monet, which will be followed by a secondartist release this November.
“MoMA is excited to finally reveal the Vans collaboration as they, too,have a rich legacy of supporting artistic expression,” said Robin Sayetta,associate director of licensing and partnerships at MoMA in a statement.“We pursue a limited number of product collaborations and our goal isalways to engage a broader audience with modern art. We are thrilled toreach art lovers around the world through Vans’ global network.”
The debut collection will feature one of Salvador Dalí’s best-knownpaintings, ‘The Persistence of. Memory 1931’ which has been interpreted onto the medial and lateral panels of the Vans Old Skool Twist. As Dalí wasinspired by the subconscious, dreams and the imagination in his Surrealistworks, the construction of the footwear model has been twisted to go beyondthe perception of reality and is finished with a gum sole and distortedfoxing stripe which can also be found on Vans long sleeve and pulloverapparel styles.
Vans celebrates art with a new collection featuring SalvadorDalí, Vasily Kandinsky and Claude Monet
The Dalí shoe sits alongside the Vans’ Classic Slip-On celebratingVasily Kandinsky’s ‘Orange 1923’ print, with the abstract forms and signscovering the canvas uppers. The design has also been translated across ashort-sleeve T-shirt, crewneck and snapback hat.
Rounding out the first artist series is Claude Monet. The Frenchartist’s famous Water Lilies are showcased atop the Vans’ Authentic shoealong with a hat, fleece and backpack style.
The initial release also includes a 10-piece assortment of MoMA brandedfootwear, apparel and accessories. Showcasing a colourful interpretation ofVans’ iconic checkerboard with bright, bold colours, the collection takesdirect inspiration from the museum’s newly expanded and reimaginedidentity.
The collection features Vans and MoMA logos across the latest ComfyCushOld Skool and Era silhouettes and is complemented by Vans and MoMA brandedapparel and accessories including long and short sleeve T-shirt for adultsand kids, as well as a lightweight cinch backpack.
To spark “creative expression and engage children with art,” the Vansand MoMA collaboration will also offer an exclusive kids and toddlersrange. The kid’s product line focuses on colour and interactivity.
Vans worked with MoMA educators to develop a Classic Slip-On withhook-and-loop shapes, which allows kids to customise their shoes andprovides a hands-on creative experience. While the Old Skool style offers aunique opportunity to educate children about colour theory and colourmixing by creating a strong distinction between primary and secondarycolours in its aesthetic. The kid's styles will include a special hang tagaffixed with a genuine colour wheel, offering the opportunity to educatechildren about colour theory.
The debut collection from the collaboration launches on September 30 andwill be available from Vans retail and online, as well as MoMA Design storelocations, store.moma.org, and select retail locations where Vans are sold.
Images: courtesy of Vans
