A testament to the brand’s ongoing dedication to celebrating pivotal artists and their enduring influence on culture and style, NEUW’s collaboration with the Salvador Dalí Foundation celebrates the surreal genius of Salvador Dalí by infusing his timeless masterpieces into a striking collection of unisex garments and accessories.

The capsule includes shirts and t-shirts. In Belgium, the pieces are exclusively sold as of the 8^th of August by MAN Store in Antwerp, Re/Splash in Aarschot and Café Denimes in Aalst.

As the work of Dalí challenges conventional boundaries, NEUW’s designs embrace a shared sense of whimsy and experimentation – a concept previously explored through the recent collaboration with the Jean Michel Basquiat foundation. Drawn to Dalí’s unique commitment to his process, Creative Director and Co-founder Par Lundqvist finds inspiration and connection with the grey in which Dalí existed – between reality and fantasy.

“While Dalí’s studio demeanour was characterised by a seriousness and unwavering commitment to his art, reflected in his immaculate execution and meticulous attention to detail – his artistic persona often veered into the realm of the absurd and humorously theatrical. This duality, the juxtaposition of deep artistic dedication and the playful, sometimes bizarre, exposes layers of complexity which encourage a shift in perspective that celebrates the beauty of the unconventional and the extraordinary.” – Pär Lundqvist, Creative Director and Co-founder of NEUW

Founded in 1983 by Dalí himself, the Gala-Salvador Dalí is a private cultural institution charged with protecting and promoting his artistic, cultural and intellectual œuvre. For the most recent instalment in the ongoing ‘Artist in Residence’ project, NEUW designers worked closely with the foundation as part of a collaborative creative process to select works that felt most closely aligned with the brand’s vision of empowering creative expression through utilitarian design, whilst ensuring an authentic and respectful representation of some of Dalí’s greatest works.

Inspired by Dalí’s revolutionary approach to challenging conventional boundaries and the enduring spirit of experimentation, expression and individuality – designers opted for uncomplicated cuts with a focus on superior quality materials and production, providing a minimal canvas on which the artwork could best express itself. Dalí’s avant-garde vision and NEUW’s commitment to artistic expression converge in this curated edit of key NEUW silhouettes crafted from premium fabrics and digitally printed with Dalí’s surreal imagery.

Featuring motifs from a selection of his most iconic pieces: The Persistence of Memory (1931), Slave Market with the Disappearing Bust of Voltaire (1940), and Dream Caused by the Flight of a Bee Around a Pomegranate a Second Before Awakening (1944) – the NEUW x Salvador Dalí Collection presents to a modern audience an opportunity to experience his visionary work in a new and immersive way. As the Oscar Wilde quote circling the waistband button on every pair of NEUW jeans states, “Life is too short to be taken seriously” – a sentiment at the core of the brand’s approach to all matters, both creative and business, since day one.

“I have Dalinian thought: the one thing the work will never have enough of is the outrageous” – Salvador Dalí

The collection retails for €90 for the tees and €160 for the shirts, in Belgium exclusively available from the 8^th of August at:

MAN Store – Antwerp
Re/Splash – Aarschot
Café Denimes – Aalst