Van Gogh Museum has unveiled a new collaboration with conscious sneaker company and B-Corp, Cariuma, which aims to celebrate the beauty of nature while emphasising the importance of environmental restoration.
The tie-up marks a key milestone for both companies, celebrating the Museum’s 50th anniversary with four artist-inspired shoe designs – the Sunflowers Oca, Sunflowers Salvas, Wheat Fields and Jubilee Flowers.
The Sunflowers Oca shoes aim to be a ‘vibrant representation of life’ and are designed on Cariuma’s OCA silhouette, known for its 100% vegan composition which incorporates organic cotton and natural rubber; the Sunflowers Salvas shoes offer a simple yet striking design; the Wheat Fields pair showcases the ‘allure of rolling hills’ beneath an indigo sky at dusk; while the Jubilee Flowers shoes were exclusively created by the Van Gogh Museum to celebrate its 50th anniversary, featuring hand-painted blooms and a timeless design that pays homage to the artist.
“We admire Cariuma’s mission and are excited to partner in this beautiful collaboration,” commented Marijn Veraart, head of licensing at the Van Gogh Museum. “The range not only reflects the work of Vincent, but also Vincent’s love of nature and it shares an important message on how we can better serve our planet.”
Chris Taday, co-founder of Licensing Link Europe – which handles the licensing programme for the Van Gogh Museum in the UK and Ireland, and brokered the deal – continued: “We are delighted to share that we have partnered with Cariuma and the Van Gogh Museum. This collaboration combines Cariuma’s eco-friendly approach to footwear with Vincent van Gogh’s art from the Van Gogh Museum, creating a truly wonderful capsule collection.
“This venture enables us to continue to bring Van Gogh’s artwork to life in a tangible manner while also emphasizing a dedication to conserving our planet. This collection is a reminder of the profound relationship between art, nature, and sustainable living.”
The collaboration aims to align Cariuma’s commitment to environmental stewardship and contributes to its mission of restoring biodiversity and protecting our planet.
Cariuma’s tree-planting programme has already planted over two million trees, with two trees planted for every pair of shoes sold. The programme focuses on reforesting the Brazilian rainforest, particularly the Atlantic forest biome, which has only 11% of its original coverage remaining.
Cariuma also ensures that a portion of the trees planted are on indigenous land, fostering the preservation of indigenous culture and knowledge. Around 70 indigenous people, including the Guarani and Tupiniquim peoples, work closely with Cariuma’s programme, significantly impacting both biodiversity and local communities.