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Vans - Culture, on the Streets of the World
How many times have you been noticed, how many times have you observed, and how many times have you followed the eyes to one seemingly insignificant detail that was imprinted on the shoes like lightning? The story of Vans begins in the 1960s of the last century in Anaheim, California.
This brand, which became iconic/voguish in everyday life, has an outstanding but rather modest history. If we follow the guide, the evolution of Vans originates from Paul Van Doren’s “Rubber Company".
Paul Van Doren and the Rubber Company - The Era of Innovation
In 1966, the first store was opened, which was called “The Van Doren Rubber Company”. The shoe's simple concept of comfortable surface and durable rubber soles soon became a beloved choice among people, especially since everything was made locally. At that time in Anaheim, you would often hear the dialogue:
• Where are you going?
• To Van's, I need new shoes.
To Van's - soon became a nickname, and moreover, a memorable nickname that you also know very well.
Vans and Skateboard
Although Van Doren didn't target skateboarders, they soon fell in love with the shoes with tight, durable construction and sticky soles. This discovery marked a turning point in the brand - making Vans and skateboarding inseparable friends in the future. Today, Vans is considered this sport's biggest guru and initiates many events, skate parks, and galleries.
From Southern California to a Worldwide Phenomenon
As skateboarding grew in popularity, so did Vans' influence on the global stage. The brand did not stop at being a regional favorite and broke through geographical boundaries. In the 80s and 90s, the sports footwear of Vans became a symbol of counterculture, rebellion, and individuality. Step by step, they began to cooperate with artists, musicians, and designers and create unique collections that more and more diversified the customers and their desires. This strategic approach transformed Vans' sneakers with a thicker sole into an ideal brand for everyday wear and removed the narrow frames of skateboarding.
Vans Today: A Mix of the Past and Innovation
Despite constant development, the brand remains true to its roots. Importantly, they still maintain a sustainable, durable shoe collection and use eco-friendly materials. With the advent of the 21st century, the number of collaborations has also increased. Today, Vans has reached the upper echelons of fashion as well as many types of sports. You shouldn't be surprised at all if you notice Old Skool shoes in paparazzi photos of Kaia Gerber or if Tyler the Creator will hold a concert dressed in Vans, or ASAP Rocky, found in a duet with him, will say a word or two about sneakers, which perfectly expresses the meaning of Vans!
Bags and Accessories
In addition to sneakers, Vans offers a wide selection of bags and accessories. From backpacks to waist bags or laces, the street aesthetic is still relevant. You will come across checkerboard shapes and the colors you see in shoes again. Importantly, items are designed not only for fashion but also for everyday use, making urban adventures more appealing. There are many collaborations, among which even the place of the future pirate king was found.
In summary, Georgia, and Vans
A small business that started in Anaheim is now an integral part of global fashion. A public phenomenon - a brand that pulsates with everyday life and along the way weaves unforgettable details of the past, future, and present. This is the culture that leaves an authentic, unforgettable mark on the streets. This aesthetic was also established in Georgia. Vans have taken root in FActory stores for many years. Over time, the number of "Vansians" is growing more and more among Georgian youth as well as the number of different models in the stores of Dressup Group. Where else (and not in Anaheim), but surely in Georgia you can hear: “If you want to have a chance You must wear a pair of Vans!”
© Nika "Vardo" Vardiashvili