The culture Chapter two
Over the course of the 1980s and 1990s, the energy surrounding the skate scene saw Vans embraced by film fans and performers of the rock variety, including punk bands and purveyors of metal. Famously, the checkerboard Slip-Ons style debuted in the 70s became an international spotlight after appearing on the feet of Sean Penn in the movie Fast Times at Ridgemont High’s iconic stoner. By the ‘90s an IPO in 1991 took the company public, a partnership with the Warped Tour that started in 1995 would create the longest-running concert series in America, and a cultural obsession with all things skate made growth.
The way of life
In the 1990s, Vans experienced tremendous growth but remained true to its roots. The rise in extreme sports saw the brand getting exposure on ESPN, while the growth of alternative rock and punk pop introduced the California company to consumers watching MTV. Vans was growing globally, catching attention from Forbes and the Sundance Film Festival as the new millennium began.
As skateboarding became even more popular in the 2000s, Vans continued to crossover into new fan bases while staying true to its early ethos. In the new millennium, the California-centric skate brand benefited from an embrace amongst hip-hop artists.
People, music & extreme sports
In the 2010s, Vans continued to expand its reach in music and extreme sports. Collaborations with Tyler, the Creator’s Odd Future collective and acclaimed rapper Lupe Fiasco extended the cool cache amongst hip-hop fans, while album art iterations inspired by Metallica, Iron Maiden, Slayer and others kept the brand on the cutting edge when it came to rock ‘n’ roll. In a decade where artist endorsement meant more to the market than typical team sport athletes, the skate styles of Vans spoke to creatives who were changing culture.
There are the post-Tumblr #menswear guys adopting the Authentic as a go-to casual sneaker thanks to its lack of bells and whistles. The Instagram-feed cool kids rocking the Sk8-Hi precisely because of the bells and whistles—the padded collar, the jazz stripe, the high-top silhouette. Or pretty much every guy wearing Old Skools recently.
