The Museum of Modern Art (MoMa): 2013 SPRZ NY Partnership with Uniqlo

In 2013, Ruth Shapiro, Director of Sales and Business Development for The Museum of Modern Art (MoMA) in New York, considered whether to collaborate on a new initiative with MoMA’s valued corporate partner, UNIQLO, a global fast fashion retailer based in Japan. UNIQLO asked MoMA to be the leading partner in its SPRZ NY rollout, an immersive art apparel program that would feature over 200 apparel items with designs inspired by artists and artwork represented in MoMA’s collection. UNIQLO had demonstrated its commitment to MoMA’s mission and values with its recent multi-year sponsorship of the museum’s Free Friday Nights program. Years earlier, the two organizations had partnered on a small-scale apparel line that featured up-and-coming artists from the museum’s contemporary affiliate, MoMA PS1. Participating in SPRZ NY would potentially create new revenue streams for the museum, increase its brand visibility, and raise appreciation for the art and artists represented in its collection. H