One of Prague’s coolest streetwear brands just took on a national icon

How do you introduce one of Czechia’s most internationally recognized artists to a new generation without reducing his work to reproduction?

In the courtyard of Prague’s Savarin Palace, black flags bearing a white skull and Mucha’s signature rise above palm trees, glowing pink lamps and a DJ booth. Inside, an installation of antique chairs, patterned rugs, gilt frames and theatrical props blurs the line between an artist’s salon, a fashion set and a slightly surreal cabinet of curiosities.

It’s all supposed to be there, and the juxtaposition of old and new Czech artistry isn’t random. The setting was curated to launch a progressive collaboration between the Mucha Foundation Art Museum and Prague streetwear brand Never Enough, for a new line of legacy clothing and accessories.

“Alphonse Mucha did not see art as something separate from everyday life,” said Marcus Mucha, executive director of the Mucha Foundation Art Museum and the great-grandson of its namesake. “His work entered the public realm through posters, books, packaging, jewellery and the applied arts.”

Never Enough was invited to explore the Mucha Family Collection and given broad freedom to choose and reinterpret the works. The resulting collection includes 25 products ranging from T-shirts, sweatshirts, caps and bags based on seven motifs. To Marcus, the collaboration is a natural continuation of that idea, showing that Mucha’s visual language can still speak authentically to a new generation.

The Mucha Foundation Art Museum wanted to introduce the artist’s work to a new generation and place his legacy in a contemporary context. Never Enough brought its own blunt design principle to the project: “Don’t do what everyone else does.”

The brand’s irreverent visual identity is well-known in local circles, whether it’s a graffiti-style portrait of Václav Havel on a t-shirt or their trademark skull motif on a black cap or pair of socks. Those part of the JZP set are particularly familiar with the shop’s street parties. In 2025, they opened a store steps from Old Town Square which further connects their merchandise with Prague visitors as well.

“Mucha was ahead of his time in his approach to visual art and essentially founded the craft we now call graphic design,” said Daniel Göringer, co-founder and executive director of Never Enough.

“Our aim was not simply to place the original works on clothing, but to create independent apparel designs that respect the character of the originals while holding their own in today’s visual environment,” the clothing company elaborated on Instagram. “Transfer printing received an instant ban. No one-to-one, full-color reproductions or the kinds of products you know from gift shops.” 

Instead, the designers began pulling apart Mucha’s compositions, isolating figures, shapes and ornamental details that could work within a contemporary graphic language, entering “the world of Mucha’s imagination” and finding images hidden within the compositions that gradually came into sharper focus.

Never Enough called it one of their most “complete and complicated projects to date.” The project reinforced the brand’s view of Mucha as an artist who anticipated modern graphic design through his use of line, ornament, typography, flat color and carefully structured composition.

Traditional screen printing required the images to be reduced and reworked rather than reproduced in full color. For the collection, Never Enough designers prepared print files from high-resolution scans of the original works. The designs were then produced by HW Print, a Brno screen-printing studio that has worked with Never Enough for several years.

Six figurative and poster compositions are joined by a standalone symbol derived from one of Mucha’s Art Nouveau ornaments. The selected works include Cycles Perfecta, Wiener Chic, Au Quartier Latin, Cours Mucha and a poster created for an exhibition in Brooklyn.

The collection doesn’t try to make Mucha modern by covering his work with contemporary references, but rather, it’s proof that modernity was already there. “We sensed potential that had been waiting more than 100 years to be reborn,” the streetwear brand reinforced. 

More than a century later, the designs treat his work as living graphic material rather than a fixed historical object. In doing so, the collaboration carries Czech cultural heritage forward without stripping away the qualities that made it radical in the first place.