Skateboarding culture and luxury fashion collide as Louis Vuitton names professional skateboarder Tyshawn Jones as its newest Friend of the House. The announcement, made in Paris on February 4th, marks a significant milestone in the luxury brand's ongoing commitment to bridging street culture with high fashion.
Jones, who has clinched the prestigious Skater of the Year award twice (2018 and 2022), brings his athleticism and style to the storied French fashion house. The partnership is the next chapter in Louis Vuitton's evolving vision under Creative Director Pharrell Williams, who has fostered flourishing new ties with contemporary culture.
Captured in a striking campaign featuring Jones in quilted tan workwear, he merges storied luxury with functional streetwear. In one image, Jones wears full Louis Vuitton attire while mid-air as he ollies over Vuitton trunks - a powerful visual statement about the intersection of high fashion and street culture.
This partnership builds upon Louis Vuitton's connection to skateboarding culture, pioneered by former Men's Artistic Director Virgil Abloh, representing a natural evolution in the house's relationship with the skateboarding community.
Jones's appointment marks more than a brand collaboration – it positions skateboarding's raw dynamism as an equal player in luxury's future.
