California dreaming wasn’t just a mindset but a reality for Paul Van Doren. Growing up and living in Boston, Paul knew at a young age that his life aspired for something greater. Early in his life, he knew he didn’t want to go to school and dropped out; from there he took odd jobs until his mother gave him the opportunity to work as a janitor at Randy’s, a shoe company that was popularized within the 50s. Within 20 years, Paul worked his way up in the company and eventually secured a seat at the high table where he became Executive Vice President. It was clear that Paul knew what he was doing and performed exceptionally well within the company. He was able to obtain information and knowledge within the footwear industry- this clearly struck a chord with Paul as his passion for footwear grew so did his aspirations. 

In 1965, Paul traveled to California with his family to start his own footwear business. Paul asked his brother Jim and two well-respected men within the footwear industry if they wanted to take part in this venture and they trusted Paul enough to sign a contract. It took a whole year for them to build the company from the ground up. But when the doors opened on March 16, 1966, in Anaheim California it was official, the Van Doren Rubber Company was open for business. During this time there were three dominating footwear powerhouses: Keds, Randy’s, and Converse. In order to make a name for themselves, they had to be different and provide something to the public that couldn’t be obtained before. 

What was unique about the Van Doren Rubber Company was the fact that they manufactured and sold the shoes on-premise, this completely wiped out the middleman and provided a hand-made piece with crafted quality. Upon opening, twelve customers purchased shoes that day. When Paul received the orders he and his team were able to construct the shoe and make them available for pick-up later that afternoon. This was new to the market but everyone felt at ease when buying from the Van Doren Rubber Company as Paul educated his customers and made them feel comfortable within their purchase. This sense of customer satisfaction contributed to its fast-growing success as people were encouraged to speak about their outstanding experience from the VDR Company. But what really solidified their name was the introduction of ‘Customized Shoes.’ Companies and groups caught wind of a company that manufactured and tailored the shoes to specific needs therefore many private schools, cheer, and drill teams turned to Van Doren to create personalized sneakers for their group. At this moment, they were able to corner a market that wasn’t being catered to and they fulfilled that need. 

Original Vans Location / Seattle Times

A lot of the Van Doren Rubber Company’s success was due to its quality products and word of mouth. At that time Paul didn’t necessarily believe in marketing, the only advertisement they truly had was a sign outside the building stating, “Tell A Friend About Vans” along with his children passing out flyers. With little to no marketing, it was truly incredible how fast Vans was growing. Ten weeks upon opening Vans had already established ten more stores and within the first year and a half, they had a total of 50 locations. What started as a four-man endeavor eventually turned into a life-long family business as Paul would eventually employ his wife and kids.

As time would pass on it would be clear to Vans that they had a specific audience and aesthetic. So when new brands infiltrated the market, they knew that they had to stick with what they knew and continue with their signature two-tone color palette. Vans were quite literally a blank canvas and took advantage of this idea as Paul saw the opportunity to get people the incentive to buy a new pair of shoes. When the company became more solidified, they introduced a monthly contest for kids allowing them to design their own pattern, in hopes to get chosen and become the next Vans exclusive silhouette. The company would take the winner to the factory and then to Disneyland to celebrate. What initially was just for fun turned into something even greater as people around the state wanted to take part in the contest. By then, Vans had become more than a footwear company but also a canvas for people to express themselves.

THE #44 SILHOUETTE + THE CHECKERBOARD

What was incredibly crucial to Paul and everyone involved was the fact that they wanted to create products that were durable and provided longevity. This was important as they didn’t want their name to become synonymous with a broken-down silhouette. To make this happen pure crepe soles and nylon thread was implemented within its design. Instead of typical rubber and the common cotton fabrication, they went forward with something that could withstand time. Along with those replacements, they also introduced a ten-duck canvas within the upper which completed its outlasting silhouette. The first model to champion this construction was the Vans #44, now known as the Authentic. This was the first and only silhouette showcased within the store’s opening. Along with it being the only silhouette it also showcased four colors: navy, white, iodine green, and red. The color black wasn’t an original colorway and was implemented later on within the line-up, eventually becoming the best-selling model and color. At that time the shoe was priced at $4.49 which is around $36 nowadays.  With the #44’s growing popularity, it was only natural to introduce more silhouettes. Vans produced varying styles and models- though they were popular, Vans didn’t see the same success within the models in comparison to the Authentic. 

But in 1977 Vans Style #98 made its debut and instantly gained traction as kids loved its blank canvas for styling. The Slip-On obtained all of Vans signature stylings and cushioning but introduced a silhouette without any laces. Vans blank canvases provided an art space for kids to express themselves and a common pattern that turned heads was the checkerboard. The Van Doren team took notice of this pattern instantly and introduced a printed version of the checkerboard upon the #98. 

Fast Times at Ridgemont High Soundtrack / LA Times

Vans already had a presence within footwear, but Paul had a grander vision for Vans and wanted to gauge a bigger market. In order to obtain this, the company had the brilliant idea of delivering a new box of checkerboard slip-ons to the set of ‘Fast Times of Ridgemont High:’ a rom-com movie that highlighted teen love and highschool antics. Jeff Spicoli, portrayed by Sean Penn, was a character with a care-free attitude who had a passion for surfing and playing tricks on teachers. But it was this character that championed the checkered slip-on, making the shoes an instant hit when seen upon the big screen. Along with the character wearing the sneakers, the iconic shoes made their way as the main art piece within the movie’s soundtrack. The sneakers were placed upon vinyl and CD’s, paying tribute to the iconic Vans. In an interview, Paul’s son, Steve, was asked which silhouette truly solidified the name and he replied with the black and white checkered slip-on. 

DEVELOPING THE LOGO

As stated prior, marketing wasn’t a strong suit within the Van Doren family so when it came down to the development of their logo, it was quite underwhelming. The initial logo was just the name in bold lettering. But one thing they were for sure of was the saying, ‘House of Vans.’ When Vans opened their doors and introduced their brand, they talked about the brick and mortars as ‘The House.’ This saying was set in stone at the time but when Jim Van Doren’s son drew an extended line upon the ‘V,’ we saw the introduction of the logo we know today. Mark (Jim’s son) utilized this logo within a cutout and spray painted it upon his skateboard and friends. He was only 13 years old at the time and ended up making an emblem that changed the Vans image. Moving forth, the company would implement this logo upon the heel as a rubber red tag within the #95 model. 

House of Vans Logo / Vans Spark Series

At this point, it seemed like Vans cornered the market within the skate community and thought it was only right to honor them in some way. During the late 70s, the introduction of ‘Off the Wall’ made its appearance within Vans branding. Derived from skateboarding, off the wall relates to a trick performed within an empty pool where skaters would launch themselves literally off the wall. This was a huge moment for the community as they struggled to find backing as many groups would utilize abandoned houses or areas just to do what they love. To have a larger company, like Vans, pay tribute to the sport really allowed Vans to gain traction by this time they were the go-to footwear brand for skateboarding. 

ICONIC SKATE SNEAKERS + THE SKATE INDUSTRY

Establishing Vans first shop within Anaheim was a brilliant idea as it was a prime location. The beach wasn’t too far away, Disneyland was around the corner, and the bright lights of Hollywood were a skip away. With the varying markets and audiences to provide shoes for, it was the Santa Monica and Manhattan skaters that launched Vans name within the skate community. These skaters enjoyed their customizable appearances and the fact that they can withstand their athleticism. But one thing that made Vans prevalent within the sport was the ‘sticky’ outsole that provided excellent grip. It was so important for riders to have appropriate traction and Vans was the answer to that problem. 

With a very limited selection of sneakers, it was obvious that Vans needed to cater to their prime market. When the Old Skool model got added to Vans line-up the introduction of leather was also added to the material portfolio. It was this shoe that skaters eventually adopted and dubbed the skating sneaker. The Old Skool provided longevity during times of stress: the outsole had a long lifetime, the sidewall materials wouldn’t wear out as fast, and even if the fabric found itself under extreme damage, it would still be usable. It was clear that Vans was a skater’s dream shoe and the Van Doren company saw that and ran with it. 

Tony Alva Skating / Slayerment

In 1976, Stacey Peralta and Tony Alva were rising up within the skateboarding community and their names were easily recognizable. When Peralta or Alva showed up to a spot it was a known fact that they were going to shred and absolutely nail each trick. Both Peralta and Alva were known for only wearing Vans and decided to reach out to the footwear company. They wanted to offer feedback in-hopes to create a new silhouette that is tailored even more to the athletes. A rendered version of the Authentic’s was introduced as constructive criticism was given from the skaters. The Vans Era was fine-tuned even more for the sport as it introduced a padded collar and six different colorways developed by Peralta and Alva. It was no surprise that this model became an instant success as they introduced the sneakers by signing Peralta and Alva as their first signed skaters within the footwear industry. 

This was a great way to get first-hand feedback about their shoes and find new ways to improve the silhouettes. They were both ambitious skaters and they wanted to keep out-performing themselves thus, they went through shoes relatively fast. With that in mind, they wanted to create another shoe that can withstand the tricks and pressured forces commonly seen. After the Vans Era, the latest installment was the Sk8-Hi: a high-top collar that offered padded backs, an outer heel counter, and the signature red ‘Off the Wall’ label. In 1978, when the Sk8-Hi hit the market, it instantly became a fan favorite as it provided security upon the rider’s ankles. It was common for boards to fly in the air and destroy ankles, so this offered a safety net when riding and changed the idea of a skate shoe. 

Skateboard suppliers were taking care of many of the upcoming names within the industry but there wasn’t a footwear brand that supported them. Nike, Adidas, and Puma were taking care of mainstream sports but who was taking care of the skaters? As you can already guess, Vans seized that opportunity. Many deck companies were supplying equipment during tournaments but it was Vans that went the extra mile by not only supplying shoes but bringing young and aspiring athletes from location to location. There would be small events at different parks and Vans would make it best to be a part of each one. They were noticeable as the company would drive a Van that was decked out with their branding. So when the car pulled up onto location, Vans would support and provide for the community. Stacey Peralta would later find himself growing bigger than expected and Paul Van Doren made the decision to provide Peralta with the first-ever paid check of $300 to wear Vans when he traveled the world. Though Tony Alva and Stacey Peralta were ‘signed’ with Vans, they were only given free shoes but this was the first-ever paid scenario. But because of this moment and the success seen with this payment, it was crucial that Vans paid more attention to skateboarding and start a team.  

Steve Caballero Skateboarding / Vogue

Since then, Vans has been searching for and supporting all kinds of skaters. They have been able to develop a team of prime contenders to champion the varying models. In 1978, a 10-year-old Tony Hawk started wearing Vans and even stated that they had the best grip ever. Many have followed in the footsteps of Peralta and Alva, including Steve Caballero in 1988. Steve was able to solidify his name within the community fairly quickly as he developed new tricks and set the bar high within the sport. His impact contributed to the creation of the Half Cab sneaker- a combination of the Sk8-Hi and Era. 

In 2003, the sport of skateboarding was taken to another level as Vans official skate team embarked on an international tour to showcase their talents and the newly developed sneakers. As of today, the team is made up of 49 talented athletes from male to females, young to seasoned. Some notable names include Andrew Reynolds, Rick Mccrank, CJ Collins, and Lizzie Armanto. In addition to skate, Vans has also developed professional teams within surf, BMX, and snow. Skateboarding was only the beginning for the company as the footwear powerhouse would eventually tackle even more categories. 

VANS ATHLETICS + WARPED TOUR

Skate has become synonymous with Vans but over time they have developed a diverse portfolio of other events and genres. From music to snow sports, Vans was able to utilize the ‘Off the Wall’ saying in many instances, for example, Warped Tour. Created by Kevin Lyman, Warped Tour was a creative outlet that introduced music he wanted to hear along with low ticket prices that can be achievable by all. To get this idea up on its feet, Lyman initially reached out to Calvin Klein for a partnership but due to a blizzard, the representatives couldn’t make it to the meeting. But when one door closes, another one opens and behind that new door was Vans. Lyman and Paul Van Doren instantly hit it off and were on board for a sponsorship that started in 1995.

Warped Tour was defined as a punk kid’s summer camp, it combined music, sports, events, and ultimately a safe place for people to meet their favorite bands and artists. Popularity came easily for Warped Tour as tickets were attainable by all with lower pricing compared to others. Lyman had a long history of working with other festivals and thought that everyone should have the opportunity to experience the relentless and free-spirit of a festival. In 2001, Warped Tour would be renamed Vans Warped Tour as they started to implement more sports into the weekend-long event. Many large artists built a solid reputation within the festival and pay homage to Vans Warped Tour as their first chance before making it big. Some of these names include Katy Perry and Sum 41. But of course, the line-up didn’t just consist of the smaller artists but also many headliners: Black Eyed Peas, Fall Out Boys, Paramore, Bebe Rexha, and Eminem have contributed to the event’s success. 

Vans Warped Tour / Entertainment Weekly

Besides its lower-priced tickets, what contributed to the festival’s prosperity was the fact that it was an overall tour. Vans Warped Tour didn’t take place within one city during one weekend, instead, they traveled around the country so that everyone could experience the epicness that derived from the music festival. But some great things have a timeline and in 2018 Lyman and Vans said farewell to the festival and retired from the tour in total. There wasn’t a specific reason for its demise but many will forever remember the legendary event taken upon Vans. It was so memorable that the Rock and Roll Hall of Fame has dedicated an exhibit to the celebration. 

The footwear label wanted to expand into varying categories outside of the skate industry as they still had a passion for all sports. The expansion began in 1996 when Vans sponsored the Inaugural Triple Crown. The step towards horse racing opened up a selection of avenues that weren’t available prior to the sponsorship. BMX, surfing, and snow sports would eventually earn a spot within Vans line-up. This milestone started in 1997 when Vans purchased the Triple Crown of Surfing and by 2000 the Vans Triple Crown will not only cater to surfing but also skateboarding, BMX, wakeboarding, snowboarding, freestyle motocross, and supercross. 

Vans has extended their hand in many sponsorships over the years and gives back to the community that started it all. They have contributed to one of surf’s most competitive events that take place within Huntington Beach known as the US Open of Surfing and opened up a skatepark within the beach to pay tribute to the skaters that helped ignite the brand. The fashion label doesn’t stay stagnant and continuously contributes to varying fields in order to become better than they were before. 

VANS FASHION + COLLABORATIONS 

When we think of high-fashion brands it’s common to think of Chanel, Louis Vuitton, or Hermes but what we don’t realize is that as trends change over time the idea of high-fashion can be seen through different lenses. When Vans introduced collaborations within its repertoire many were familiar with classic silhouettes that combined athletes’ design and signature styles. But Vans decided to step out of their comfort zone and go one step further and introduce exclusive and fashion-forward designs that would be applicable for streetwear or the runway. 

In 2003, the creation of Vans Vault was added within the sub-brand category as it tailored to a different market compared to the main label. Vans Vault is an elevated version of signature silhouettes that introduce quality fabrication and unique designs to the models we know and love. This sub-label competes with exclusive skateboard brands such as Supreme or FA as Vault creates limited amounts and one-of-a-kind collaborations. Fashion companies including Marc Jacobs, Undercover, and Kenzo have teamed up with Vans Vault to create unique designs that stick true to Vans DNA while also being runway-ready. Some of the more recent collaborations that took place within the fashion industry include Karl Largerfeld’s and Vivienne Westwood’s reiteration of the signature sneakers. They certainly aren’t made for the skatepark but they embody the sneakers that were initially made for the sport. The original molds are given a high-end finish with nods towards sophistication and chic aesthetics. 

Karl Lagerfeld x Vans Collaboration / Hype Beast

This is only the beginning for Vans within high fashion as they are starting to become more involved within fashion weeks and modeling. The brand has come a long way and is becoming widely accepted as an everyday accessory or a statement piece within an outfit. For example, Frank Ocean paired his elegant and tailored suit with the OG checkerboard slip-on during the White House State Dinner in 2016. Vans has transformed into so much more than a skate shoe and is now widely accepted by all communities. 

The blank canvas that Vans put-forth is something that cannot be replicated within another brand, it is extremely iconic to the brand that allows for endless creativity. This opportunity is seized by other brands and companies that team up with Vans to showcase exclusively-designed patterns. Taking place in 2013, Disney introduced beloved characters upon signature Vans sneakers while cartoon icons, the Simpsons, also produced a line within Vans portfolio. Many exclusive fashion-labels including Fear of God, Supreme, and Golf Wang have taken part in the revolutionary development of Vans history. You don’t have to like footwear to be into Vans as they continuously put the effort into their collaborations- making them applicable for everyone’s taste. 

We had the opportunity to collaborate with Vans Vault for a special capsule known as, ‘Sinners Club.’ This delivery was released with two separate drops that combined iconic models with our signature aesthetic and a nod to our hometown roots. Within the first delivery, we introduced our rendition of the Old Skool and Slip-On. Both models utilize velvet and suede fabrications that are dressed in a sultry purple and pink colorway. The rich hues are contrasted with a patterned inner lining reminiscent of party nights and blurry lights. With a successful launch, we were able to team up yet again to create a second addition to the capsule. A year later, in 2019, the second delivery was introduced with a wide range of products including shoes, clothing, skate decks, and children sizing. Coinciding with the first delivery, the second delivery played with an aesthetic tributing old Las Vegas: shimmering lights, lavish hotels, and decadent casinos. An Old Skool LX and Authentic LX were constructed with a quality fabrication that played with this theme. The eccentric designs are truly a statement piece that embodies the overall quality produced by Vans and our undying DNA that supports All Things Good. 

FEATURE x Vans 'Sinners Club' Collaboration

55 YEARS + COUNTING 

Vans has become a staple wardrobe piece throughout the world. Its versatile design has made its way within many styles, a quality everyone hopes to achieve. The company is only growing larger as time surpasses as they have developed new sub-labels under their umbrella: Vans Girls, House of Vans, Channel 66, and more. Now celebrating its 55th anniversary, the company stands tall and continues to enter new communities while still maintaining its original DNA.