Action sports brand, Vans is collaborating with The Museum of Modern Art (MoMA) on a special edition footwear and apparel collection celebrating the New York museum’s collection and prominent artists.
There will be two drops in the collaboration featuring artists Salvador Dalí, Vasily Kandinsky, Claude Monet, Edvard Munch, Jackson Pollock, Lyubov Popova and Faith Ringgold, who have been selected to reflect the diversity of MoMA’s collection.
The first release of footwear, apparel and accessories will launch worldwide September 30, with products featuring iconic works by Salvador Dalí, Vasily Kandinsky and Claude Monet, which will be followed by a second artist 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 is always to engage a broader audience with modern art. We are thrilled to reach art lovers around the world through Vans’ global network.”
The debut collection will feature one of Salvador Dalí’s best-known paintings, ‘The Persistence of. Memory 1931’ which has been interpreted on to the medial and lateral panels of the Vans Old Skool Twist. As Dalí was inspired by the subconscious, dreams and the imagination in his Surrealist works, the construction of the footwear model has been twisted to go beyond the perception of reality and is finished with a gum sole and distorted foxing stripe which can also be found on Vans long sleeve and pullover apparel styles.
Vans worked with MoMA educators to develop a Classic Slip-On with hook-and-loop shapes, which allows kids to customise their shoes and provides a hands-on creative experience. While the Old Skool style offers a unique opportunity to educate children about colour theory and colour mixing by creating a strong distinction between primary and secondary colours in its aesthetic.
The debut collection from the collaboration launches on September 30 and will be available from Vans retail and online, as well as MoMA Design store locations, store.moma.org, and select retail locations where Vans are sold.
Brands in the present current are emphasizing collaboration to enhance their offering and expand their market penetration. iDesigniBuy is a leading customization software provider enabling fashion brands with digitized solutions for the apparel and shoe customization.