Vans, formerly known as The Van Doren Rubber Company, is an iconic American manufacturer of skateboarding shoes and apparel. Founded in 1966 in Anaheim, California, Vans has become a household name in the skateboarding community and beyond. Owned by VF Corporation, Vans not only produces top-quality products but also sponsors surf, snowboarding, BMX, and motocross teams. Let's dive into the rich history and cultural impact of this legendary brand.
The Birth of an Icon
Paul Van Doren, along with his brother James and Gordon C. Lee, opened the first Vans store as "The Van Doren Rubber Company" in 1966. The store, located in Anaheim, sold shoes directly to the public. On the opening day, twelve customers purchased Vans deck shoes, marking the beginning of a revolution in skateboarding footwear. The store had display models of three shoe styles, priced between $2.49 and $4.99, but no inventory ready to sell. Customers took the shoes home and returned the next day to pay, showcasing the trust and loyalty Vans inspired from the start.
Vans shoes in use on a skateboard
Skateboarding and Beyond
Vans' commitment to skateboarding became evident in the 1970s when Mark Van Doren, son of company president James Van Doren, designed the iconic Vans skateboard logo and incorporated it into the heel tab of the Style 95 shoe. This marked the beginning of Vans' journey into manufacturing skateboarding shoes. The brand's popularity skyrocketed with the release of the "Off The Wall" motto in 1976, a phrase used by skateboarders during tricks in empty pools. Vans continued to innovate, releasing timeless designs such as the Vans Side-stripe and the "Old Skool" design in the 1980s.
Overcoming Challenges and Expanding Horizons
In the face of fierce competition and counterfeit products flooding the market, Vans faced a significant setback in the 1980s. However, the brand's resilience led to a turnaround, with Vans lowering prices and ultimately filing for bankruptcy protection. In 1988, Van Doren and Lee sold the company to banking firm McCown De Leeuw & Co. for $74.4 million. This change in ownership marked a new chapter for Vans, which regained its position as a leader in the skateboarding industry.
By the 1990s, Vans had become a highly sought-after brand, with shoes in high demand and limited supply. The brand expanded globally and introduced new models, including snowboarding shoes. The company's name was officially changed to Vans, Inc. to reflect the affectionate nickname given to its shoes by customers. In 2004, Vans merged with VF Corporation, a North Carolina-based company, solidifying its position as a global powerhouse in the fashion industry.
A Cultural Phenomenon
Major League Baseball pitcher Michael Lorenzen plays baseball with customized Vans instead of baseball shoes.
Throughout its history, Vans has transcended its original purpose and become a cultural icon. The brand's shoes have been customized and adorned with unique patterns and designs by countless wearers. Notably, the checkerboard pattern, synonymous with ska and punk culture, became an official trademark of Vans after skateboarders began drawing it on their shoes. Vans' popularity reached new heights when actor Sean Penn sported a pair of Vans checkerboard slip-ons in the movie "Fast Times at Ridgemont High" in 1982.
In the digital age, Vans continues to captivate audiences. The internet meme "Damn Daniel" went viral in 2016, featuring a California teen named Daniel Lara wearing Vans. As a gesture of appreciation, Vans rewarded Lara with a lifetime supply of their iconic shoes. Even professional athletes have embraced Vans' unique style. Major League Baseball pitcher Michael Lorenzen, known for his love of skateboarding, wears customized Vans UltraRange Exos with cleats during games. In fact, Lorenzen made history by throwing a no-hitter while wearing Vans, an achievement that will forever be remembered in the National Baseball Hall of Fame.
The Vans Experience
Vans' impact goes beyond footwear. The brand has been actively involved in the skateboarding community, sponsoring events such as the US Open of Surfing and the BMX Waffle Cup. Vans also operates skate parks where enthusiasts can perfect their skills and connect with like-minded individuals. Their skate park in Orange, California, and the one in Huntington Beach offer state-of-the-art facilities for skaters of all levels.
Vans' journey has been fueled by a passion for skateboarding and a dedication to creating products that resonate with their customers. From humble beginnings in Anaheim to becoming a global phenomenon, Vans has left an indelible mark on the world of skateboarding and popular culture.
Vans
Vans Website: vans.com
