VANS ❗ HOW IT CAME TO FASHION ❗

 

  @supernova.iem store, Yde

VANS

HOW IT CAME TO FASHION

Written by @samatouri_yama

for 

BRISS

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VANS is the standard fam! When you hear Paul Doren, does that mean something to you? Maybe not! But you all know VAN DOREN's VANS! Yes! Whether you're a streetwear fan, a skateboarding fan or just a regular civil servant, we've all had a pair of VANS at least once in our lifetime (even if it was fake).

 

Paul Van Doren. VANS creator

       

It all started with a man, Paul Van Doren, who worked for a shoe manufacturing company. He saw the economic hardship going on for shoe makers at that moment and decided to make a change. And so in March 16th 1966 with his brother James Van Doren and 2 partners (Gordon Lee and Serge Delia), they opened their first shoe store on Broadway-California, United States. 

First VANS store

The same day only twelve customers showed up, but they all copped the very first VANS. 

The "Authentic Vans"

At that time we were talking about the "Vans Deck Shoes" known today as the "Authentic Vans". The first of them all but already a success.

       Moreover, if it wasn't for the skateboarding community, Vans would not have become that essential brand in the Streetwear world. 

Tony Alva and Stacy Peralta

In fact, 10 years later in 1976, given the popularity of Vans "#44 Deck Shoes" (the Authentic Vans), two renowned Skateboarders named Tony Alva and Stacy Peralta designed what we call the VANS "Era", with foam added to the shoe's collar for comfort. 

The "VANS Era"

This marked a whole generation of skaters.

       One year later, BOOM! VANS released its BANGER!!! The most iconic VANS shoe of all time, referred to as "Vans Style 36 or #36", now called "Vans Old Skool", with a "K".

The "Vans Old Skool"

It was the very first VANS that brought together Streetwear fans, sportsmen and various celebrities. Not only Skaters were concerned but anyone who considered themselves cool. This is the first pair to sport the famous classic VANS side stripe and it was the very first VANS to incorporate leather! A total success.

       Many brands and designers have copied this model. Rick Owens for example released in 2007 the "Rick Owens Vans". 

The "Rick Owens Vans"

Tyga in collaboration with MSCHF released the controversial Wavy Baby sneaker in 2022.

The "Wavy Baby"

 This did not sit well with many streetwear fans and neither did that sit with VANS, that went on to sue MSCHF for this shoe. 

       Following the Old Skool release, Vans had incredible momentum. The same year, the VANS "Slip-on" was born. 

The Vans "Slip-on"

A second game-changing pair, which became a must-have among Skateboarders and BMX Riders in Southern California.

       It can be asserted that Vans came full circle in 1978 when they released the "38-style 38" model. A totally innovative silhouette from the #36. 

The VANS "SK8-HI"

A high top pair with the aim of better protecting Skaters at the level of the ankle. They called it the "SK8-HI", Sk8 with the number "8"! 

At the end of the 70s, Vans had more than 70 stores in California and were already selling all over the USA and around the world.   

       However the ride on the waves of success was not an easy one for Vans. They faced a huge setback in the ‘80s when they decided to make shoes for other sports like basketball and baseball. Unfortunately, these new products flopped and the losses forced the company to file for bankruptcy in 1984. 

In 1988, a group of investors purchased Vans for $70 million. The company gained better production facilities but the sales and popularity did not follow.

VANS finally got back on track by focusing on youth culture and community building.

 Indeed, VANS skate parks and documentaries where made, as well as Vans-sponsored music festivals. This greatly helped in making the brand a well-established name in popular culture. 

        VANS has written an incredible story that gets renewed every day through incredible collaborations with big names such as :

Metallica, The Beatles, Supreme

Ian Connors with the "Revenge storm"

The North Face; Kenzo, Star Wars, Playboy, Van Gogh (the museum, not the artist lol), Takashi Murakami

Tyler, The Creator With Golf Wang

Bape (A Bathing Ape), Comme Des Garçons (CDG), Fear Of God. 

Recently with Asap Rocky Under The Label A$APWORLDWIDE 

The collaboration released on January 14th.

Even more recently, on April 8th 2022, for Calvin Klein X PalaceSkateboard

With VANS as the only shoe of the collaboration.

 

       VANS is the standard fam! Just like the AirForce 1s or Jordans. Imagine the amount of celebrities that rock with Vans : 

Zendaya, Rihanna, Kim Kardashian

Chris Brown

Wiz Khalifa

Frank Ocean

Lil Wayne

Harley Bieber who is a big fan of VANS

Bella Hadid, Kylie Jenner, 

Jerry Lorenzo

Brooklyn Beckham,

Virgil Abloh

Asap Rocky also a big fan

 

Tyler The Creator, big fan, Justin bieber,

Kanye west Oh la la!

Travis Scott

and the list goes on!

 

      During fashion weeks in Paris, New York or London, you will always see celebrities and influencers wearing VANS! Whether you're a skateboard, streetwear, fashion fan, or if you just love beautiful shoes, you must have or have had at least once a pair of VANS in your closet! They are simply beautiful and what a story!

 

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