Vans is the second most popular brand among youngsters in the United States of America. Just after Nike, it is going to become the “focus brand” of VF Corp, the group that owns the brand itself. In the meantime, the company keeps going hand in hand with rock and leather. According to the latest survey, carried out by Piper Jaffrey, 41% of the members, there are 8,000 of them, of Generation Z, opted for Nike, while 20% of them voted for Vans. According to several financial analysts, the brand is bound to drive the business of VF Corp, which also own The North Face and Timberland. Analysts also based their remark on the group’s decision to spin off the denim branch (Lee and Wrangler) and create Kontoor Brands Inc. “Vans is likely to grow slightly more than expected, going beyond the management objectives, which are 5 billion dollars, coming from sales, within 2023”, pointed out Cowen, a financial analysis company. Since September 2018, the number of Vans clients increased by 3 million, up to nearly 7 million customers overall. The brand succeeded in gaining its growing popularity thanks to original choices, such as a footwear line dedicated to rock stars: the latest one is a tribute to David Bowie. Vans (whose full name is Van Doren Rubber Company) has prepared a 4-sneaker capsule inspired by the covers of the first music albums created by the British singer, who passed away three years ago. More specifically, the Slip-On 47 V DX model is dedicated to the “Hunky Dory” album, while the Era shoes are a tribute to “Space Oddity”, the Sk8-Hi wink at “Ziggy Stardust”, while the Old Skool ones take inspiration from “Aladdin Sane”. The core model, which is the white leather Old Skool, recalls Ziggy Stardust famous motif, related to a lighting trick, made popular on the cover of the Aladdin Sane album, in 1973. Sk8-Hi shoes have an upper made in suede leather. Last February, 22, Vans also launched a collection dedicated to Led Zeppelin; likewise, they previously did something similar for several famous rock bands, such as Kiss, Iron Maiden, Pearl Jam, Motorhead and Slayer, among others.
Picture taken from vans.it