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

Skechers is expanding its creator-led marketing platform, SkechVibe, through a collaboration with Kuala Lumpur-based graffiti artist and illustrator Cloakwork, as the footwear brand continues to tap Southeast Asian creatives to strengthen its positioning around self-expression and individuality.

The collaboration sees Skechers partner with the Malaysian creative, whose murals, illustrations and public art installations are recognised for their bold colours, playful characters and urban-inspired aesthetic.

Created to spotlight artists whose distinctive creative perspectives resonate with consumers seeking self-expression, the SkechVibe platform aims to translate original artwork into wearable fashion while celebrating creative talent across the region.

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Its latest capsule collection features four exclusive T-shirt designs and a tote bag, with each piece available in two colourways. Across the collection, Cloakwork incorporates recurring elements from his artistic style, including graffiti-inspired typography, expressive cartoon characters and colourful street-inspired graphics.

Several of the designs also draw on milestones from the artist's creative journey, referencing his early days painting neighbourhood walls in Kuala Lumpur alongside illustrations inspired by music, movement and urban life. The collection's hero tote bag features a cartoon self-portrait of Cloakwork spray-painting the Skechers "S" logo, bringing together the artist's signature visual language with the footwear brand's identity.

The partnership reflects a growing trend of brands turning to local creative talent to build cultural relevance and connect with consumers through creator-led storytelling. According to Skechers, the collection reflects the brand's belief that comfort and creativity can coexist, encouraging consumers to express their individuality through art-inspired fashion.

A+M has reached out for more information. 

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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