Converse has been focused quite significantly on the community in recent years, releasing various campaigns during this time. Many of these have centred around loving oneself and others.
The brand has also placed emphasis on the sustainability of the planet. As a result, the brand has launched the Converse Renew Canvas collection in 2019.
The project brings street art to life, celebrating creatives and artistic influences to drive social change.
The first of the Converse City Forests sustainable murals have been painted in Johannesburg. The mural was painted at Commissioner Street, Maboneng by Seth Pimentel.
The inspiration of the mural is to highlight “our distinct nature of community, Love, Strength, Connection.” This also includes “celebrating our individual cultures, languages, ethnicities.” And, above all, “love for ourselves and our land.”
What makes the mural truly unique is the use of the KNOxOUT paint. The paint uses sunlight to reduce noxious air pollutants. As a result, this purifies the surrounding air we breathe.
The project follows on from the campaign in 2019, which featured the “Life’s too short to waste” motto on the collection.
The aim of these campaigns is to create a dialogue both locally and globally. Converse believes self-expression and art have the power to drive this discussion.
As cities reopen to normal activity, the hope is that these murals bring a bright spark to their surrounding. As a direct result, clean air too.
The Converse City Forests is a campaign that actively seeks to keep the momentum going, starting a sustainable future now.
Converse South Africa is working with local artists to continue the projects in cities across the country.