In 1986, Keith Haring made a mark in history as the second artist to create a post for Absolut Vodka. He was recommended by his friend Andy Warhol, who had designed the first one. Both artists were part of the Absolut Art Collection, which featured collaborations with over 550 artists from 1985 to 2005; the entire collection is still available to view at the Spiritmuseum in Stockholm. Nearly four decades later, Absolut revitalizes its partnership with Keith Haring through a range of activations set for 2025, including a pop-up at Charing Cross station and a specially designed artist’s bottle. Here, we speak with Absolut about their latest homage—a unique clothing collaboration involving Absolut, the Keith Haring estate, and luxury streetwear brand Aries.
“This partnership celebrates our fundamental beliefs, which are based on a passion for art, graphics, and illustration,” states Sofia Prantera, creative director of Aries. Centered on Haring’s core principle that “art is for everybody,” the collaboration infuses his playful motifs and vibrant style into Aries’ signature gender-neutral streetwear cuts and punk influences.
The collection features six items, including apparel and accessories, with Haring’s iconic dancing figures, canine designs, and elements from his Absolut posters. Each item, from jeans and hoodies to short and long-sleeve tees and even a tie, reinterprets classic Haring designs, honoring his legacy and philosophy by making his art wearable and accessible to everyone.
“Keith’s vision was based on his belief that art should be accessible to all, and our goal is to maintain that spirit while passing it on to new generations,” said David Stark, founder and CEO of Artestar, the agency representing the Keith Haring Studio. “We’re thrilled for new audiences to connect with his legacy and this special narrative.”
To commemorate this exciting launch, CLASH spoke with Maxime Henain, head of Culture & Partnerships at Absolut, to discuss the enduring significance of the brand’s partnership with Keith Haring and the motivations behind reviving it for 2025. Henain also explores Absolut’s cultural legacy beyond alcohol, its rich history in the art world, and what they want people to understand about the brand today.
How does it feel to revisit such a notable moment in Absolut’s history?
It always feels significant to reintroduce previous collaborations and breathe new life into them for contemporary audiences—especially with an artist like Keith Haring, whose vibrancy and legacy remain highly relevant today.
What makes this moment feel particularly important for revisiting?
Keith Haring championed the idea that art is for everyone, aiming to ensure that art was accessible to all. Both Aries and Absolut share this belief, and we recognize that the unifying power of art is more crucial now than ever.
How do you think the original Absolut x Keith Haring collaboration contributed to Absolut’s status in pop culture beyond just being an alcohol brand?
Since the 1980s, Absolut has collaborated with over 550 artists, producing more than 850 works across various domains such as art, film, fashion, and technology. We were engaging in collaborations well before they became widespread, but our focus was always on remaining relevant in pop culture. This led us to consider ourselves more of a lifestyle brand than merely an alcohol brand.
What elements from the original collaboration did you aim to preserve for 2025?
We aimed to carry forward the vibrancy and optimism of the original collaboration. Partnering with Aries helped us enhance these qualities while remaining true to the fundamental idea that art should be accessible to all.
In what ways do you think Aries is prepared to build upon the collaboration?
Aries has a remarkable track record of translating creative visions into the ultimate form of self-expression: clothing. They have consistently demonstrated a deep understanding of interpreting the work and show tremendous respect for the creativity involved. Additionally, Keith Haring made his mark in the New York subway and streets, coinciding with the time when Absolut was making its presence known in those very areas during the 1980s. Thus, we wanted to collaborate with a brand that possesses genuine street credibility and passion.
Keith Haring was both an activist and an artist—how did you approach his legacy for the clothing collaboration, the bottle launch, and the Charing Cross pop-up?
Keith Haring represents a specific style and an important message. The consistency with which he presented his visuals over the years has effectively conveyed his message with vibrant visual impact and instant recognizability. In this limited edition, we've chosen to highlight some lesser-known works he created for us, and we’re eager to share that unique aspect of our collaboration with the wider public.
The inclusion of a tie is an unexpected choice for this collaboration—what motivated the selection of each clothing item?
It's actually a nod to our fans… The brand’s success in the U.S. was greatly aided by a
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In 1986, Keith Haring became notable as the second artist to create a post for Absolut Vodka. He was recommended by his friend Andy Warhol, who had previously designed the