Skechers gives Kuala Lumpur's street art scene a new canvas

Skechers is doubling down on its investment in Southeast Asia's creative community, partnering with Kuala Lumpur-based graffiti artist and illustrator Cloakwork for the latest instalment of its SkechVibe platform.

The limited-edition apparel and accessories collection sees the footwear brand translate Cloakwork's distinctive murals and graffiti-inspired illustrations into wearable fashion, while reinforcing SkechVibe's ambition to become a long-term platform celebrating artistic talent from across the region.

According to Eileen Tan, regional marketing director of Skechers Southeast Asia, Cloakwork was a natural fit for SkechVibe because his creative journey mirrors the platform's focus on authenticity and self-expression.

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Beginning as a graffiti artist in his Kuala Lumpur neighbourhood before growing into an internationally recognised multidisciplinary creative, Cloakwork's story aligned with Skechers' goal of spotlighting artists with genuine creative voices, she explained.

Beyond his artistic style, Tan said the collection also captures everyday Southeast Asian experiences through details such as milk tea served in plastic bags and food delivery scooters, creating visual references consumers across the region can instantly recognise.

The collaboration also forms part of Skechers' broader strategy to position itself as more than a footwear and apparel brand.

"We want Skechers to be a platform that celebrates creativity, culture and the people shaping it," Tan said, adding that collaborations with regional creatives allow the brand to build more meaningful relationships with consumers while supporting local artistic communities.

The capsule collection features four exclusive T-shirt designs and a tote bag, each available in two colourways. Across the range, Cloakwork incorporates graffiti-inspired typography, expressive cartoon characters and colourful street-inspired graphics that draw on his artistic journey and the energy of urban culture.

According to Tan, the collection is aimed at consumers who view fashion as a form of self-expression and value products with authentic stories rather than simply following trends.

She added that collaborating with creators who already hold credibility within creative communities enables Skechers to connect with younger audiences more meaningfully than traditional marketing alone, while reinforcing the brand's support for creativity and individuality.

While commercial performance remains important, Tan said Skechers will also measure the collaboration's success through indicators such as media coverage, social conversations, community engagement and the response from Cloakwork's audience.

Ultimately, the brand hopes initiatives such as SkechVibe will strengthen perceptions of Skechers as a culturally relevant brand that champions local talent and resonates with the next generation of consumers.

Looking ahead, Tan said consumers can expect more artist partnerships as SkechVibe continues to expand across Southeast Asia.

Since launching in 2025 across Malaysia, Singapore, Thailand and Vietnam, the platform has grown through collaborations with regional creatives, including Korean artist Drawingmary earlier this year. According to Tan, the positive response to these partnerships has reinforced Skechers' confidence in continuing to showcase creative talent from across the region.

The collaboration comes as Skechers continues to deepen its lifestyle positioning across Asia through culture-led partnerships. Earlier this year, the brand appointed K-pop group SEVENTEEN members DK, Seungkwan and Dino as regional brand ambassadors across key Asia Pacific markets, including Singapore, Hong Kong, Macau, Malaysia, Thailand and Vietnam.

At the time, Eileen Tan, regional marketing director of Skechers Southeast Asia, told MARKETING-INTERACTIVE that the brand's multi-ambassador strategy was intended to tell "a richer and relatable brand story" centred on movement, comfort and self-expression, reflecting how consumers navigate everyday life.

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