Skechers hires muralist James Goldcrown for collaboration

James Goldcrown has long been an advocate of a positive message and is now bringing that message to the footwear market through a collaboration with Skechers.

The muralist, artist and photographer has reused some of his signature Love Wall heart designs for a line of the brand's shoes, which launches on Monday, ahead of Valentine's Day.

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The initial collaboration between Skechers and JGoldcrown includes Uno and 90s retro Roadies sneakers, Bobs by Skechers canvas slip-ons and sandals for women and girls. The range will expand to include performance, sport and Foamies products as well as apparel in the spring and fall.

Goldcrown, born in west London, said he met Jeremy Saul, head of strategic partnerships at Skechers, at an event before the pandemic and they hit it off immediately. “We were both London boys who supported terrible football clubs,” Goldcrown said.

They began discussing the idea of ​​a collaboration, and Goldcrown visited Skechers' offices in Southern California to meet the team and work with the shoe designers to bring his artwork to life.

“They understood what I was trying to achieve with the design,” he said, adding that the result is a “large-scale project” that will include about 30 styles. “They are based on different murals I've done around the world – some are more striking than others.”

Goldcrown said he feels blessed that the partnership came about at this time. “It has kept me busy throughout the pandemic,” he said. “I'm very grateful.”

And the timing couldn't be better. Goldcrown's message of hope and love is needed during this stressful time. “Something as simple as a heart can really touch people,” he said. “So hopefully we'll spread some love.”

He said the world is often challenged by various disasters and “my work helps to recognize the healing process.”

Goldcrown began his career as a photographer, not as an artist. After leaving school at 16, he worked as an assistant to British photographer Rankin, founder of Dazed and Confused magazine. This gave him access to fashion shows and designers, and he continued to work for the magazine when he decided to move to New York City.

He also became famous through filming the documentary “To Die No More” in Africa about the AIDS/HIV epidemic.

However, he quickly learned that photographers “get a pittance and work the hardest,” he said, admitting, “My enthusiasm for fashion was gone.”

So he started selling his artwork on the street and tourists bought it. But he discovered his true calling in 2015 when a Love Wall mural he created at Art Basel in Miami went viral.

Ironically, that success led Goldcrown to work with a number of brands in the fashion and beauty space, including Giorgio Armani, Rag & Bone, Sephora, Tom's and others. He said he was constantly ignored or turned away when he called brands and asked if they needed a photographer, “and now, 20 years later, they're knocking on my door. I have a love/hate relationship with fashion, but it pays my bills.”

He said that in addition to Skechers, he is talking to Stuart Weitzman about a possible project as well as some “baby brands in London.”

Right now, he's focused on working with Skechers. He said he likes all of their designs, but as a father of a two-year-old, his favorite is the kids' rubber boots. “They're really fun and remind me of my childhood, splashing around in puddles and forgetting about our problems.”

“James Goldcrown's message of love and positivity is exactly what the world needs right now, and we know Skechers fans everywhere will appreciate his uplifting designs when we incorporate them into our brand,” said Michael Greenberg, President of Skechers. “We're excited to feature these iconic prints on styles from several of our divisions, including our Bobs from Skechers charity collection, which has always spread the message of love by helping children and shelter animals.”

Saul agreed, adding, “A collaboration with James Goldcrown and his message of spreading love couldn't have come at a better time. The Skechers x JGoldcrown collection builds on Skechers' success in developing collaborations with brands, artists, influencers and celebrities that build an emotional connection with existing and new customers. With our attention to product and best-in-class marketing, we are always on the lookout for head-turning footwear and apparel lines that push boundaries in unexpected ways.”

Each pair will retail for $85 or less. The line will initially be available on Skechers' e-commerce site and in stores starting February 4. It will launch in select international stores on Valentine's Day.

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