Converse & Damien Hirst
Based on his All You Need is Love butterfly print from 2007, controversial British artist Damien Hirst has worked with Converse to create this Chuck Taylor All Star shoe for the Converse (PRODUCT)RED initiative.
A vivid red print, the concept behind the release is to continue to help raise funds and awareness for the fight against AIDS in Africa. Hirst’s original artwork sold at the Sotheby's (RED)TM auction in 2008 for a huge $2,420,000 in support of The Global Fund to help eliminate AIDS in Africa. Hirst also co-hosted the auction and in total the event generated over $40 million.
Released in limited quantities, the collaboration launched on 5 November 2010 in Europe and the UK, and on 1 December 2010 (World AIDS Day) in the US. In addition to select retailers, the shoes will also be available through Converse online. 100% of the net profit is being paid to The Global Fund to Fight AIDS, Tuberculosis and Malaria.
Laser printing techniques were apparently used to achieve a carefully colour-matched version of the original piece, and the print also continues to the inside of the shoe, appearing on the footbed and lining.