Artist, muralist and photographer James Goldcrown has repurposed some of his signature Love Wall heart designs for a line of shoes for Skechers that will launch in advance of Valentine’s Day.
The initial Skechers x JGoldcrown collaboration will include Uno and ’90s retro Roadies sneakers, sandals for women and girls and Bobs from Skechers canvas slip-ons.
“A collaboration with James Goldcrown and his message of spreading love couldn’t have come at a better time,” Jeremy Saul, strategic partnerships head, Skechers reports to WWD. “The Skechers x JGoldcrown collection builds on Skechers’ success in developing collaborations with brands, artists, influencers and celebrities that drive an emotional connection with existing and new customers. With our attention to product and world-class marketing, we’re always looking to create buzzworthy footwear and apparel lines that push boundaries in unexpected ways.”
In the spring and in the fall, the range is set to be expanded to include sport, performance and Foamies product along with apparel in the spring and fall.
“They understood where I wanted to go with the design,” adds Goldcrown. “They’re based on different murals I’ve done around the world — some are louder than others. Something as simple as a heart can really touch people. So hopefully we’ll spread some love.”
Around 30 designs are set to be included in the collaboration.
“James Goldcrown’s message of love and positivity is exactly what the world needs right now and bringing his uplifting designs to our brand is something that we know Skechers fans everywhere will appreciate,” Michael Greenberg, president, Skechers told WWD. “We’re excited to feature these iconic prints on styles from several of our divisions, including our Bobs from Skechers charity collection that has always spread the message of love by helping kids and shelter pets.”
The line will be available on Skechers’ e-commerce site on Jan. 25 and in its stores on Feb. 4, rolling out to select international stores on Valentine’s Day.