1912: An enduring icon that adorns street culture
| CALIFORNIA, USA | Paul Van Doren and Jim Van Doren

In 1966, in Anaheim, California, a shoe shop was born. It was run by the Van Doren brothers, Paul and Jim, who had studied shoemaking. The shop, named "The Van Doren Rubber Company," displayed a "HOUSE OF VANS" sign and operated an extremely unusual business model for the time: manufacturing shoes in their own factory and selling them directly. The shoes sold at that time were the "AUTHENTIC," which was then given the model number "STYLE #44." Rugged yet thoroughly pursuing functional beauty, this product quickly became popular in the local community. The legend of Vans, which captivated fashion-conscious people and swept the streets, began quietly but surely.

In the 1970s, Vans had a fateful encounter with the legendary skate team "Z-BOYS," who were leading the Southern California skate scene. They recruited members Tony Alva and Stacy Peralta to the brand. As the flagship item of their specialized skate shoe line "OFF THE WALL" (a slang term meaning "away from the wall" = unconventional, unusual, or crazy), the "STYLE #95," later known as the "ERA," was born. Based on authentic designs, it featured a simple and sophisticated design, a padded collar thoroughly designed for skateboarding, and a sole with unparalleled grip performance. These innovative products supported the feet of skaters, maximizing their performance, and Vans solidified its presence as skate culture grew.

In 1977, the "OLD SKOOL," now an iconic shoe that needs no introduction, was born. The bold line running across the side, commonly known as the "Jazz Stripe," is said to have originated from a doodle by founder Paul Van Doren, a story that speaks volumes about Vans' free-spirited nature. In 1978, the "SK8-HI," which can be considered a high-top version of the Old Skool, was released, accelerating the evolution of skateboarding and establishing a new style. Vans' momentum, dominating the street scene, seemed unstoppable.

However, glory is often accompanied by hardship. In 1984, Vans faced a financial crisis. But thanks to the indomitable spirit of founder Paul Van Doren, rigorous cost reduction, and above all, an unwavering commitment to quality, they successfully repaid their debts in 1987. Vans rose again like a phoenix and made a fresh start. Subsequently, in 1991, they went public on NASDAQ and entered the snowboard boot market, accelerating their momentum. In 1996, they collaborated with Supreme, the pinnacle of street fashion, and continued to launch new strategies one after another, further increasing their momentum.

In the 2000s, Vans' achievements were recognized, and it was named one of Forbes' "Best Small Companies." Furthermore, it participated in the production of the documentary film "Dogtown & Z-Boys," which starkly depicted the realities of skateboard culture. Vans' position in skateboard culture became unshakeable.

Vans is more than just a shoe brand. It's a unique entity that supports diverse cultures such as skateboarding, BMX, surfing, music, and art, and stimulates creativity. For those of us who love fashion, Vans is deeply intertwined with memories of our youth. Those days when we ran through the streets wearing Vans remain vividly etched in our hearts. Vans will continue to carve new history with its indomitable spirit and creativity. And we, too, want to run through the times together with our Vans on our feet.