Vans has announced today a rebranding of its coveted Vault by Vans label, known for its focus on collaborative projects. Beginning next year, the label will now be known as OTW by Vans. The rebranded initiative is intended to provide a platformthat seamlessly merges Vans’ most elevated product expressions with the leading innovators of art, design, style, skate culture, and entertainment.
Spearheaded by Ian Ginoza, vice president of Creative Direction for Pinnacle, OTW by Vans aims to channel its skateboarding roots into a distinct perspective that pushes boundaries and challenges conventions. “OTW by Vans is a reorientation back to who we truly are... back to 'Off The Wall,” Ginoza said in a release. This sentiment encapsulates the heart of the brand's rebranding journey: a journey back to its roots, steeped in the original spirit of defiance and exploration that defines skateboarding culture.
The transformation will result in the conclusion of the Vault by Vans product line by the end of 2023. It will pave the way for the launch of OTW by Vans in early 2024, complete with its own e-commerce experience and availability through a curated selection of global wholesale partners. Thanks to this rebrand, two distinct product lines will become available: OTW, a designated space for product exploration in collaboration with partners pushing the boundaries of design expression; and Premium Standard, an elevated collection featuring Vans' range of iconic silhouettes.
In welcoming new collaborators, Vans has announced its first partnership with S.R. STUDIO LA. CA. by Sterling Ruby. Their debut release is scheduled for early 2024. “Vans feels right to us, it defines a certain West Coast history," Ruby said.
As a preview of this exciting new chapter, OTW by Vans will be featured in high-visibility global events. This includes a live skate exhibition in partnership with PLAYLAB, INC. and California Skateparks at Paris Fashion Week Menswear Spring/Summer 2024.
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Image via OTW by Vans / Sandy Kim
Images via OTW by Vans / Liam MacRae
