High art and hip street fashion meet in a new collection that features works by master painter Vincent Van Gogh printed on shoes and apparel from skate/surf lifestyle brand Vans. A collaboration between Vans and the Netherlands-based Van Gogh Museum produced the collection, which includes sneakers, T-Shirts, a bomber jacket, hats and hoodies.
The Van Gogh Museum and @VANS_66 collaborated to present an artfully designed collection of Vans Classics and premium apparel, inspired by Van Gogh. The collection is available worldwide from 3 August 2018. #VansxVanGoghMuseum pic.twitter.com/EQribfMUpL— Van Gogh Museum (@vangoghmuseum) July 31, 2018
Four main bodies of Van Gogh’s works serve as themes in the collection, including Skull, Almond Blossom, Sunflowers, and the artist’s self-portrait. To add authenticity and perspective, sneakers in the collection come finished with custom footbed art that features the interlocked logos of Vans and the museum done in Van Gogh’s distinctive brushstrokes. Meanwhile, collection pieces include hangtags that highlight historical facts behind Van Gogh’s creations.
Not yet released, the line was already winning love on Twitter.
Three fastest ways to my heart:— Keren (@rekenerer) July 29, 2018
Slip-ons. Vans. Gogh. pic.twitter.com/I37qvUctA8
the vans x vincent van gogh collection is STUNNING pic.twitter.com/w9BpR0f1Fi— ash (@hoefferleashley) July 30, 2018
In a cool move, the Van Gogh Museum says it is dedicating part of its profits from collection sales to preserving Van Gogh’s legacy and collection of art, keeping it accessible for future generations. “We are delighted with the Vans x Van Gogh Museum collection, as it ties in with our mission to make the life and work of Vincent Van Gogh accessible to as many people as possible in order to enrich and inspire them,” said Adriaan Dönszelmann, managing director of the Van Gogh Museum.
Fans of the famous Dutch post-impressionist painter, who lived and died in obscurity in the latter half of the 19th Century before his popularity later exploded, will be interested to know that Van Gogh’s studies of skeletons feature on the Vans Classic Slip-On, a long-sleeve tee, hoodie and hat.
Plus, the artist’s self-portrait adorns the Vans Authentic sneaker and an oversized T-Shirt.
Other works in the collection include the Authentic sneaker finished in one of Van Gogh’s iconic Sunflowers paintings.
The satin material bomber jacket featuring a digital print of Almond Blossom is especially cool, we think. The print also embellishes a hat and backpack.
From a marketing and promotional products perspective, the collection is thought-provoking on a number of levels. For one thing, it showcases the incredible printing that can be achieved on footwear – a niche category in promo that could potentially be expanded. It’s also an interesting case study in co-branding partnerships, which could stimulate questions like: Are there co-branding initiatives that could benefit your firm? How about your top clients’ companies? Spend a little time thinking on it. You never know what solutions you might produce.
Beginning Friday Aug. 3, the Vans x Van Gogh Museum Collection will be available to shop at vans.com/vangogh, Vans retail stores, and select Vans wholesale accounts. Enthusiasts will also be able to buy pieces from at vangoghmuseumshop.com, and from the museum shop at the Van Gogh Museum in Amsterdam.