In recent years, certain items that were once considered to be fashionable has circled back into the limelight. In this case, Vans Shoes are the newest addition to today’s fashion scene along with other 90’s cultural items. For 51 years, Vans has been a staple in the skateboarding world and in society, and this comeback has been a long time coming.
Vans started in 1966 in Anaheim, California. The company originally had the name “The Van Doren Rubber Company”. The founders were brothers Paul Van Doren and James Van Doren, Gordon C Lee, and Serge D’Elia. On the first morning of being open in 1966, twelve customers were already buying Vans deck shoes. At the time, it was only displays up in stores, so the orders had to be rushed to a manufacturer that day.
In 1988, Vans was sold to the banking firm McCown De Leeuw & Co. for US $74.4 million. Later in 2004, Vans announced they would be merging with the North Carolina based corporation, VF Corporation.
Along with being an iconic shoe, the company has also had a part in one of the longest-running concert series, Warped Tour. For 20 years, Vans has been a sponsor for the rock traveling tour. Warped Tour inaugurated in 1995, but Vans became a sponsor the following year, renaming the tour Vans Warped Tour. The North American summer tour is primarily punk rock and alternative style music, which goes along nicely with Vans image. Earlier this month, Warped’s founder, Kevin Lyman, announced that next summer would be the final trek of the famed tour. With the change in society in recent years, punk music isn’t the scene anymore. While that is a sad take, the fact that Vans are coming back into style gives hope for the scene to stay around and possibly make a bigger comeback.
Vans has lots more to offer than sneakers. They also sell lots of clothing and accessories to accommodate the skating lifestyle. Vans has had an image that they call “off the wall”. It’s a cry for self-expression, whether art, skating, surfing, or being immersed in your individuality and is who you are. In 2017, that mantra is proving to be accepted again. Preaching authenticity and being true to yourself is a great personal guideline to keep, and Vans keeping that as their slogan is a positive reach to have.
Vans continues to be a powerhouse. Vans has become a $2.3 billion dollar enterprise. “The ongoing energy and heat behind the Vans brand continues to grow,” said Steve Rendle, CEO of VF Corporation, during VF’s latest quarterly earnings call on October 23, 2017. “Some of you may be wondering whether this level of growth for Vans is sustainable. Let me just say, the confidence we have in our largest brand is high. The brand is stronger than it has ever been.”
The reemerge of Vans into today’s culture is proving to be a success. With the statistics of their 3rd quarter earnings, it seems like this is only the beginning of Vans new era. 2018 is looking good for the self-acceptance advocating company, and we can’t wait to see what is next.