Vans goes back to its skating roots with new category ‘OTW by Vans’

Vans today unveils its new pinnacle category, OTW by Vans. The new platform will focus on elevated product and brand experiences, featuring innovators of art, design, style and skate culture.

OTW by Vans - an abbreviation of the brand's tagline "Off The Wall" - is a new vision for 'the most pinnacle expression of Vans'. The new platform, conceived under the direction of Ian Ginoza, Vice President, Creative Direction for Pinnacle,  aims to push boundaries as well as highlight its skateboarding origins to 'drive a distinct and unique point of view'.

Ginoza commented: "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.

"Every step forward will be embedded in that original spirit of defiance and exploration as the pioneers and trailblazers of skateboarding did many years ago and that skateboarders continue to do today. OTW by Vans is a reorientation back to who we truly are... back to 'Off The Wall'".

OTW by Vans is set to launch in early 2024 with its own e-commerce platform as well as select wholesale partners globally. The first launch will be in collaboration with S.R. STUDIO LA. CA. by Sterling Ruby.

Ruby commented: "It is a personal collaboration; it is the first SR. STUDIO. LA. CA. collaboration. Vans feels right to us, it defines a certain West Coast history.

"The company started in 1966 and has run in tandem to so many skaters, bands, and movements that have been influential to me, my art, and how my studio runs as a whole."

In the leadup to the launch, OTW by Vans will host high-visibility activations. These include a live skate exhibition designed in partnership with PLAYLAB, INC. as well as California Skateparks at Paris Fashion Week Menswear.