Vans Evolves With New Range OTW

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Vans, a brand deeply rooted in skateboarding culture, continues to expand its horizons with the introduction of its new OTW category last week, meaning "Off The Wall." This move signifies a nod to Vans' esteemed skateboarding heritage while embracing the diverse intersections of creative expression.

However, amidst the excitement surrounding this new venture, there are murmurs of discontent among some Vans purists. They argue that this expansion may deviate from the essence of what Vans represents. As someone entrenched in the worlds of fashion and sport, I've witnessed such debates unfold numerous times. It raises the question: how does a brand evolve while preserving its core identity and narrative?

In my view, evolution is imperative in today's dynamic market landscape. Brands must adapt to changing consumer preferences and cultural shifts to remain relevant. Vans, with its OTW category, exemplifies this principle. By delving into contemporary apparel alongside its iconic footwear, Vans demonstrates a commitment to staying abreast of evolving trends while staying true to its skateboarding roots.

The season 1 campaign, lensed by Jack Bridgland, offers a glimpse into the ethos of OTW by Vans. Embracing casual silhouettes synonymous with skate culture, the collection features oversized sweatshirts, checkered patterns reminiscent of workwear, wide-leg shorts, baggy denim, and casual button-down shirts. This eclectic mix reflects the diverse facets of creative expression that define contemporary youth culture.

Ian Ginoza, VP of Creative Direction for OTW by Vans, aptly describes the new category as a "frontier for progression, experiences, and collaboration." Indeed, this ethos mirrors the ethos of skateboarding itself—a relentless pursuit of innovation and creativity. OTW enriches Vans' heritage by offering a fresh perspective to propel culture forward.

To introduce the OTW line, Vans has enlisted a diverse roster of creatives as its ambassadors, spanning modelling, tattoo art, music, design, and skateboarding. This deliberate choice underscores Vans' commitment to inclusivity and celebrates the multifaceted nature of contemporary creativity.

The inaugural drop of OTW by Vans features the Half Cab Reissue 33 Vibram shoe in three suede-mesh colorways, alongside the Patchwork Drill Chore Coat and matching pants. These pieces serve as a testament to Vans' ability to seamlessly blend heritage-inspired designs with contemporary aesthetics.

with the release of OTW by Vans, it prompts us to contemplate the delicate balance between tradition and innovation in brand evolution. While some may be uncomfortable with the departure from tradition, I argue that true brand resilience lies in the ability to evolve while staying rooted in the essence that defines its identity.

In addition to the launch of OTW, Vans announced its first collaborator in S.R. Studio. L.A. CA. The ready-to-wear label from artist Sterling Ruby is dropping the Clash the Wall, a new model from Vans that brings together the classic Authentic, Sk8-Hi, Old Skool and Mid-Skool sneakers.

The collaboration sees the sneakers rendered monochromatically in either option for neon green or neon orange, both of which are stamped with the label’s name.

I think this is a bold step forward for Vans—one that respects its heritage while embracing the ever-changing landscape of youth culture. In this era of rapid change, brands must navigate the terrain of evolution with respect and authenticity—a feat that, in my opinion, Vans seems poised to achieve.

Thanks for reading, David Skilling

Christie Applegate

Update: 2024-12-02

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Vans Evolves With New Range OTW

Christie Applegate

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