In these times when attention to climate change, pollution, and environmental preservation is very high, and fashion attempts to establish a new eco-sustainable direction, the brand Vans enlists the legendary artist Ralph Steadman with a specific purpose: raising public awareness about threatened animal species and those at risk of extinction. Steadman, a British illustrator known for his social caricatures, cartoons, and illustrated books, reinterprets Sk8-Hi and Classic Slip-On with his famous psychedelic sketch-style drawings. The project embraces the philosophy of “gonzovationist,” a term coined by Ralph Steadman and writer/director Ceri Levy, to indicate the concept of alternative conservation through a series of actions defined as “gonzovating,” which involves protecting, safeguarding, managing, and restoring wildlife and natural resources such as forests, land, and water. “We have always argued you’ve got to make people laugh to make them listen,” says Ceri Levy. “If you say, ‘You’re all bastards, you’ve screwed it all up, look what’s going to happen,’ they’ll say, ‘Oh well, tough luck.’ But if you can make them laugh, you might have a chance.” By playfully addressing a serious issue, Ralph Steadman has created artworks printed on shoes, clothing, and skateboards. Each shoe, clothing, and skateboard model conveys a concept that goes beyond mere aesthetics, telling the deeper story of an endangered species. The collection consists of eight shoe models, five clothing items, and four unique skateboards. Respecting environmental conservation, the products have been designed with the most sustainable materials available, including organic cotton, FSC-certified wood for skateboards, and packaging made with 100% recycled material.

For the collection launch, Vans has also partnered with WildAid, an organization working to reduce global consumption of wildlife products and provide more local support to conservation projects. In addition to encouraging contributions through an exhibition inspired by donations, Vans will donate $10,000 to WildAid to provide crucial support in ending the current illegal wildlife trade, protecting the oceans, and reducing collective environmental impact.