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September 10th, 2019

Rising from its original skateboarding roots, Vans has become one of the world’s largest youth culture brands.

Worn by skaters, surfers and creatives alike, the Vans Era has held on to its iconic status for over 40 years.

It was the first shoe designed by skateboarders, for skateboarders, way back in 1976, and yet today it has a much wider following and is deeply embedded in the art, music and street culture scene.

Working with the toolkit provided by Vans, we created a window concept that can be found this summer in three Vans stores in central London – including Carnaby street, Camden and Covent Garden.

Inspired by the relaxed and irreverent spirit of the brand, an eclectic mix of large and small graphic imagery of the print campaign sits alongside brand messages, signatures and iconography.

Playing with scale, a giant hand appears to dangle a huge pair of Vans Era shoes in front of passers-by and is guaranteed to raise a smile!

Off the wall & irreverent

Working in close collaboration with Vans, we developed a concept that would maximise impact at minimal expense.

Our technical studio crafted picket sign boards out of inexpensive materials to reflect the honesty and authenticity of the brand, and this framing device became core to the concept.

Simple, eclectic & authentic

What started as a random doodle by Paul Van Doren was originally referred to as the “jazz stripe” and has become the unmistakable hallmark of the Vans brand. This instantly recognisable iconography is repeated throughout, alongside the Vans “Off the Wall” message, to make the brand voice loud and clear.

Brand signatures on repeat

The story of how the Vans Era shoe has evolved from skate to street culture is a compelling one and the concept shares the details in a really simple way.

From skate to street culture

Planning for the future, the concept is flexible enough to work well in different sizes and formats of store, and be re-used and repurposed for further campaigns.

Future flexibility