10 June 2016 18:00:00
VANS: YOUTH CULTURE COMPANION OF ALL TIME
The information about a brand the youngsters would always go for since its half century history
The most common and favorite skaters’ brand celebrated 50th anniversary this year. We thought it fit to make some time and get to know this legendary brand better. For instance, not many fans know that originally this brand was not about skateboarding. Let us get back to the onset.
March 16, 1996 The very first store, The Van Doren Rubber Company was opened. Both this name and Vans originated from the surname of brothers-founders – Paul and James Van Doren. Of course it was quite hard to start a factory and a store by themselves though having a little experience— Gordon Lee and Serge D’Elia helped them in this matter.
So, on the first working day 12 customers who came to visit the store were unable to try shoes on because the showcases were made of cardboard cutouts. Nevertheless, each of them had waited for the ordered pair to be produced and came for it to the store afterwards. That mutual trust inspired both founders and customers resulting in rampant business development. But skateboarding still lagged behind.
Cheap, easy and comfortable
Usually big brands try to get foot in youth themselves. In case with Vans it all went quite naturally – cheap and comfortable sneakers found their customer. Though skateboards became increasingly popular youngsters tended to choose Vans because of hard and stable sole that allowed them to perform different stunts.
Vans had always appreciated their customers and respected public opinion and in 1976 officially released the most famous line Off The Wall specialized for skate sneakers. New shoe Vans #95 known as Era provided not only a fine touch but also the fixation of foot itself. Comfort and a wide range of brand new colors combination made Vans #95 a new shoe model for youth for entire generation to come. A year later Vans #36 Old Skool becoming another iconic shoe model appeared on the market. Side line and leather inserts providing good solidity became another key to success of Vans. By the end of 70’s there were 70 stores of this brand in California only not to say about the sales in other states and worldwide through retailers.
Tough luck – crisis
There is no one who never barks up the wrong tree – the same happened to Vans. Despite the releasing of another popular silhouette, Ski-Hi, in 1984, a try to extend the range of sport shoes was not successful. Business on the verge of its failure, took a difficult decision to rearrange the firm dramatically and cut down on expenses, including shoes quality. The results of such measures were obvious – Vans paid off all the debts for three years being put back on track, and by 1991 even entered the stock exchange NASDAQ. In the following decades brand’s influence increased multi-fold.
Go with the flow
Сложно переоценить вклад Vans в развитие скейтбординга и молодежной культуры в целом. Помимо спонсирования одного из самых известных музыкальных фестивалей, Vans Warped Tour, компания открывает собственные скейтпарки и участвует в создании фильмов и телешоу с участием выдающихся скейтеров.
It is hard to overestimate Vans contribution to skateboarding progress and youth culture in general. Besides sponsoring one of the most popular music festivals Vans Warped Tour the company opened its own skateparks and took part in filming with outstanding skateboarders. The company also launched the line Vault by Vans in 2004 that focuses on making the premium shoes of the best materials. Recently Vans collaborates with The North Face, Supreme, Gosha Rubchinskiy, Disney and even The Simpsons proving the real openness of the brand to experiments.
Watch the special 50th Anniversary video released by Vans this year.
You can find Vans shoe models including the original Vans Authentic 1966 year model at our store.
VANSMen's sneakers Old Skool Reissue
VANSMen's sneakers Court Leather True
VANSSneakers Old Skool Bijou
VANSSneakers Old Skool True White
VANSSneakers Authentic Black/White
VANSSneakers Classic Slip-On White
Show all news