Vans launches first products and campaign for OTW, its new pinnacle category

Vans first announced its new pinnacle category — OTW by Vans — last June and now the VF Corp-owned company has unveiled the first product in what’s intended to be an “elevated” offer in which “product expressions and brand experiences come together with the innovators of art, design, style, skate culture and entertainment”.

It has followed up the skate installation that it staged on the Seine during Paris Fashion Week Men’s last summer with the first drop, as well as its Season 1 campaign, shot by Jack Bridgland. 

The inaugural drop is a “first-of-its-kind Half Cab Reissue 33 Vibram that redefines skateboarding’s most iconic signature shoe” with a specialised Vibram outsole and vulcanised bottom. It’s available in three suede/mesh colourways. 

Accompanying the new style is the Patchwork Drill Chore Coat and Patchwork Drill Pant, which “explore the future craft of Vans apparel design”.

The pieces will be available to shop “soon via a curated selection of global wholesale partners”.

The company said its unique approach “intersects with the most influential innovators from skateboarding, art, design, music and entertainment”. As a result, the campaign features Efron Danzig, Eyedress, Hooz, Nati, Rowan Zorilla, and Vegyn as ambassadors “who each embody the brand’s vision”.

“Whether it’s through multifaceted art, eclectic music, or visionary design aesthetics, all grounded through the lens of skateboarding, their creative endeavours shape cultural narratives,” it said. “OTW by Vans merges skate, art, and design into innovative products and experiences, driving the next chapter of pinnacle expression for Vans”.

Ian Ginoza, VP of Creative Direction for the new category, said it’s “a frontier for progression, experiences and collaboration. The skateboarding mindset is core to Vans, and OTW enriches that spirit through a distinct perspective to propel culture forward”.