Van Gogh isn’t normally associated with hip streetwear – but a new collaboration with fashion brand Daily Paper is set to change that.
The Amsterdam-based brand, worn by American rappers and the streetwise around the world, has been granted permission to create 21 items of clothing printed with iconic Van Gogh paintings.
Unisex clothes from beach shorts to a denim jacket are designed around prints of works including Irises and Self-Portrait as a Painter. ‘We have also focused, though, on Vincent van Gogh works that are less well known to the wider public, but just as masterful,’ said Daily Paper co-founder Abderrahmane Trabsini.
‘Working with the Van Gogh museum has given us the chance to show another side of our culture. At Daily Paper, we mostly emphasise our African culture, but we all share a Dutch upbringing.’
Some of the images are matched with quotes from Van Gogh’s letters explaining his artistic goals and the pieces are for sale from €69.95 to just under €300.
The project is part of the museum’s efforts to become more relevant to young adults from multicultural backgrounds. Martin van Engel, head of the programme manager of this effort said: ‘This collaboration with Daily Paper is a wonderful chance for us to link up youth culture with Van Gogh’s art, making the relationship between the two stronger and more accessible.’
The design project has also been captured in a documentary by Safi Graauw which can be seen on the museum’s YouTube channel. The collection went on sale this weekend.
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