Vans - Step Beyond Borders!

Recently, another project filled with youthfulness, Tbilisi vibes, and friendly emotions has been added to the Dressup Group’s portfolio. This video and photo campaign embodies everything that might remind someone of Vans – memories, skateboarding, comfort, smiling faces, and the energy needed to step beyond borders.

You may be familiar with the streets of Tbilisi, but if memories associated with this brand remain unfamiliar, it’s time to revisit your wardrobe. Vans isn’t just about skateboarding. Something special always happens when legendary models blend with urban architecture.

This campaign was more than just a shoot, and each protagonist was deliberately chosen. Not long ago, a skateboarding tournament was held in Georgia, supported by Vans and consequently Dressup Group. Participants and a few winners of that tournament appeared in our campaign. Our idea is to inspire the new generation. The campaign slogan, “Step Beyond Borders!”, serves this purpose – to identify the limits imposed by the world, whether intentional or accidental, and overcome them to discover the best version of yourself. Dressup Group has always cared about the significance and development of subcultures and has many projects planned for the near future.

In Georgia, Vans has naturally become a symbol of youthful freedom, independence, and street style. It is a great honor for us to represent this brand in Georgia, and while we’re not revealing everything just yet, rest assured – the best stories are still ahead.

Contributors to the Georgian Vans campaign, alongside the Dressup marketing team, include:

Giorgi Makharashvili – Video

Ika Khargelia – Photography

© Nika "Vardo" Vardiashvili