Vans Unveils Exquisite Luxury Line at Paris Men's Fashion Week – WWD
Vans Unveils Premium Label at Paris Men's Fashion Week with Spectacular Showcase and Star-Studded Collaboration
chandni
Vans, the renowned international brand synonymous with surf, skate, and streetwear, has made a remarkable debut of its new premium label during Paris Men's Fashion Week. The event featured an impressive runway show held on the iconic Seine River, followed by an extravagant celebration to mark the brand's inaugural collaboration under the new label with Los Angeles multimedia artist, Sterling Ruby.
The visionary behind Vans OTW is Ian Ginoza, who joined the esteemed California-based company last year to spearhead the creative strategy for the product. Drawing from his extensive 15-year background in collaborative endeavors with notable brands like Adidas, Nike, and Converse, as well as his founding roles at Kicks/HI in Honolulu and St. Alfred in Chicago, Ginoza brings a wealth of experience to the table.
In an exclusive interview with WWD, Ginoza revealed, "We are establishing a fresh platform to showcase our most cutting-edge brand expressions and experiences. It's a space where the brand can connect with trailblazers in the realms of skate, style, design, and entertainment culture."
While Vans has traditionally excelled in the surf and skate market, the introduction of Vault in 2003 helped the brand expand its horizons. Vault has since collaborated with a range of partners, including luxury brands, streetwear designers, and artists such as Gucci, Brain Dead, Fear of God, Fergadelic, and Frida Kahlo.
Ginoza explained, "With Vault, our original mission was to celebrate art, heritage, and craftsmanship, inspired by the mindset and attitude of skateboarding: exploration, risk-taking, and innate curiosity. We are committed to pushing the boundaries of product descriptions and brand experiences."
This commitment entails creating new sneakers and focusing on fewer yet exceptional collaborations. The first of these groundbreaking collaborations is slated to take place with Sterling Ruby in early 2024. Ginoza emphasized Ruby's profound connection with Vans as a former skater and his extensive history of wearing Vans during his skateboarding years. Their conversations over the past six to eight months have solidified Ruby's genuine affinity for the brand.
Vans' launch of the premium label at Paris Men's Fashion Week has not only captivated the fashion industry but has also set the stage for future boundary-pushing creations and immersive brand encounters.
