sza: bringing "off the wall" to the next generation

From skaters to musicians to street fashion enthusiasts, Vans has been home to all those seeking a place where they belong. The California-based shoe company has always stood for innovation and pushing boundaries. Through movies like Fast Times at Ridgemont High, events such as Warped Tour and collaborations with popular skaters, like Kyle Walker, the brand has created a sense of community across generations. Their next move to connect with the up-and-coming Gen Alpha? Hiring SZA as the new artistic director of the company.

Having grown up with Vans and worked for the brand for three years, I can safely say that this is the most excited people have been about the company in a long time. I grew up heavily involved in the alternative scene, going to local shows and Warped Tour every summer. I wore my Vans until the checkerboard pattern was hardly visible. Now, I have too many pairs of Vans to be considered healthy and spend my summers missing when Warped Tour was held 15 minutes from my parents’ house. But I also get to fill my time with helping people find their perfect pair of Vans in store! From a baby’s first shoes to matching family sets to helping someone design a pair of customs online, I enjoy every moment of helping consumers interact with the brand that helped me feel comfortable in my unique self. From day one, Vans has made it their mission to celebrate authenticity - a mission that drew me in immediately as a young teen and one that I now get to be part of as an employee.

Vans first opened its doors in 1966 and quickly became a brand that connected with those wishing to push the boundaries. They exploded into the mainstream in the early 80s with the iconic checkerboard slip-on shoes seen in the hit film Fast Times at Ridgemont High. Gen X teens could be seen all over the country sporting the black and white shoes worn by the stoned surfer, Jeff Spicoli. The skaters of the early nineties who sawed their hi-top Caballero Pros down to mid-tops discovered a place they belonged when the company decided to start making the shoes that way. This gold-standard of the DIY skate scene is still relevant and available as the Half-Cab today.

Continuing to blaze their path of being a company for pioneers and misfits, Vans aids in the creation of the Warped Tour by sponsoring the event. Warped Tour was a summer-long road trip for bands that brought them to every state in the United States for the sole purpose of creating easier access for people to see their favorite alternative bands for a low price.  The music festival was a place for Millennials and older Gen Z to find friends, support non-profits, and discover new bands. The summer-long tour ended in 2018, but it continues in 3 locations.

Vans doubled down on being a company for those looking to stand out instead of fit in when they announced SZA as their new artistic director. SZA is a grammy-award winning artist who is known for pushing boundaries. She values creativity, authenticity and curiosity, making her a perfect fit for Vans. The singer can often be seen rocking a pair of the newly re-launched Knu Skools. Within the retail stores, it’s obvious her shoe choice is inspiring the younger generations. Since the announcement, I’ve seen a massive influx of teens and pre-teens coming into the store. For many of them, it’s their first time in a Vans store. Sometimes it’s the first time they’re exploring their own personal fashion sense. They saw someone they looked up to being involved in our brand and it made them excited to try to become part of it too.

Vans has always been a brand that celebrates people being their authentic selves. They've worked had to be seen as a safe space for creatives and people seeking to push the limits for each generation. I am incredibly excited to see how the brand continues to connect with Gen Alpha, especially after this initial step. I love seeing the younger generation come to discover a brand where they can be themselves and be uplifted for it just as I did at their age.

If you've never tried wearing Vans, I encourage you to give their website (or your local store) a peek. If you've been looking for the perfect shoe to represent you, here's a link to their custom shoes so you can get something as unique as you! If you've been part of the Vans Family since day one, know that your local Vans employees love you and it is a great joy to watch you and your families grow.

To the old and new fans of Vans, I hope you love this brand as much as I do! Stay bold, authentic, and "Off the Wall".

♡