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Global shoe manufacturing company Vans just announced “OTW by Vans,” the brand’s new pinnacle category and platform where its “most elevated product expressions and experiences come together.”
OTW by Vans was first teased through a series of short marketing videos on its official Instagram page before being formally announced in a press release early Wednesday.
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The new category will be spearheaded by Vice President and Pinnacle Creative Director Ian Ginoza and will channel the brand’s skateboarding origins to “drive a distinct and unique point of view.”
“We are rooting the next chapter of Vans in the attitude and mindset of the brand's true self, defined and shaped by the community of original disruptors. Skateboarding embraced us many years ago from the fringe to drive culture forward,” shared Ginoza.
The OTW by Vans creative director also shared that the platform will carry the “original spirit of defiance and exploration” that skateboarding pioneers and trailblazers represented years ago and continue to today.
“OTW by Vans is a reorientation back to who we truly are... back to 'Off the Wall',” he added.
With the launch slated early next year, the company will end its “Vault by Vans” product line by the end of 2023 to make way for the new platform.
OTW by Vans will carry two different lines for Pinnacle apparel and footwear: “OTW” will be a space for product exploration and collaborations, while “Premium Standard” will be a line dedicated to elevated collections of Vans classics.
To kickstart its launch, Vans’ new wing will collaborate with clothing brand S.R. STUDIO LA. CA. by Sterling Ruby, with a release coming in early 2024.
Leading up to the launch, OTW by Vans will also hold global activation campaigns ranging from live skate exhibitions in partnership with PLAYLAB, as well as an event during Paris Fashion Week happening this week.
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