Inspired by the MFA’s Renowned Collection of Korean Art

Released in Conjunction with Major Upcoming Exhibition Hallyu! The Korean Wave

BOSTON (February 28, 2024)— The Museum of Fine Arts, Boston (MFA), has partnered with pioneering Boston-based sneaker and apparel company Endstate on a collection that merges fashion with technology to celebrate a major exhibition opening at the Museum this spring. Making its U.S. debut in March, Hallyu! The Korean Wave explores the rise of South Korea as a cultural superpower and the worldwide impact of its transformative contributions to cinema, drama, music, fashion, beauty and technology. Dropping on February 28, the NFC-chipped Endstate items connect customers to unique perks that include VIP and early entrance to two MFA Late Nites—signature after-hours events at the Museum—taking place in celebration of the exhibition, along with exclusive behind-the-scenes access to curatorial content.

The custom-designed, NFC-enabled sneakers and apparel feature works from the Museum’s renowned collection of Korean art, one of the largest and finest in the country. Hallyu! includes highlights of these extraordinary holdings, among them the iconic moon jar, hanbok and an elaborately decorated gilt bronze case for sutras, the sacred Buddhist texts.

“The MFA continues to share works in the collection in unique and innovative ways, and we’re excited about this new partnership with visionary brand Endstate,” said Debra LaKind, Senior Director of Intellectual Property and Business Development at the MFA. “Pushing the boundaries of wearable and functional art, this new collection broadens access to the Museum’s world-class Korean collection and brings works to life through fashion, demonstrating how the past can influence contemporary designs.”

“These are not just exceptionally designed sneakers and apparel, they are experiences, and the technology promises to redefine expectations of what products can truly deliver. Through this new collection, visitors to the Hallyu! exhibition can embark on an exclusive journey that goes beyond what’s currently on view at the Museum, and connect to art in new ways,” said Bennett Collen, Cofounder & CEO of Endstate.

The new line includes one sneaker design, two T-shirts, and two sweatshirts that were inspired by six objects from the MFA’s collection—one contemporary work, and five historical works from the Joseon Dynasty, the last dynastic kingdom of Korea that lasted just over 500 years:

• Happy Buddha, 2008, Kang Ik-Joong (Korean)
• Falcon on a Perch, 16th century, attributed to Yi Am (Korean, 1499–after 1546), Joseon dynasty
• Landscape, 15th century, Korean, Joseon dynasty
• Rock, Pine, and Bamboo, late 19th–early 20th century, Kim Yeong (Korean, born in 1837), Joseon dynasty
• Flowers, Birds, Rocks and Fish, late 19th century, Yang Gihun (Korean, 1843–1911), Joseon dynasty
• Screen decorated with the eight Confucian virtues, Munjado, late 19th century, Korean, Joseon dynasty

The NFC-chipped products provide customers with unique perks:

Sneakers

• VIP and early entrance to two MFA Late Nites events (March 22 and May 10) celebrating Hallyu!
• Private tour with Hallyu! exhibition curator Christina Yu Yu, Matsutaro Shoriki Chair, Art of Asia
• Access to see MFA works that are not currently on public view
• Special exclusive content including an artist video and curator conversation

Apparel

• VIP entrance to two MFA Late Nites events (March 22 and May 10) celebrating Hallyu!
• Special exclusive content including an artist video and curator conversation
• Chance to win two tickets to the Korean Film Festival (May 16–June 13) at the MFA

For more information on the perks and to shop the new collection visit endstate.io or mfashop.com. Press images can be found here.

About Endstate

Endstate creates designer, tech-enabled apparel and sneakers.

Endstate embeds NFC chips into products revolutionizing the product ownership experience by instant authentication, and unlocking access to exclusive events and content. We created ‘Powered By Endstate’ to partner with athletes, artists and brands so they, too, can launch their own NFC embedded physical products, and link them to unparalleled branded experiences. Founded in 2021 by tech and cultural visionaries Bennett Collen and Stephanie Howard, Endstate is a Boston-based enterprise. Bennett is the former Founder/CEO of Cognate (acquired by GoDaddy in 2018) and is considered one of the blockchain industry’s foremost authorities on connecting real-world assets to the blockchain while Stephanie is an accomplished creative director with an iconic legacy at Nike, New Balance, and Reebok. Endstate continues to disrupt fashion industry standards by integrating blockchain technology and pushes the boundaries of today’s physical products and branded experiences. To learn more, visit endstate.io.

About the Museum of Fine Arts, Boston

The MFA brings many worlds together through art. Showcasing masterpieces from ancient to modern, our renowned collection of nearly 500,000 works tells a multifaceted story of the human experience—a story that holds unique meaning for everyone. From Boston locals to international travelers, visitors from all over come to experience the MFA—where they reveal connections, explore differences and create a community where all belong.

Open six days a week, the MFA’s hours are Saturday through Monday, 10 am–5 pm; Wednesday, 10 am–5 pm; and Thursday–Friday, 10 am–10 pm. Plan your visit at mfa.org.