Vans has another hit on its hands.
The brand has enjoyed a big moment in the spotlight- specifically under the LX (short for luxury) vertical.
Vans began experimenting with the concept of jewels fairly recently and built a successful partnership between their OTW vertical and Satoshi Nakamoto. Their collaborative projects grabbed the attention of fans and resellers alike. The trend truly took off, though, when pearls began to dress their in-line LX Old Skool 36.
Under the direction of Greg Betty, who has since left to work for Nike, Vans carved a special lane. This fresh direction that constantly referenced iconic slivers of vintage music and fashion truly resonated with fans. It was refreshing to see these tissues being connected so strongly. After all, every subculture referenced by Betty and Vans has held the skateboarding brand in great esteem. In other words, Vans tapped into the cultures that have always tapped into Vans. Thus, they created a true connection, a true moment, and a truly great collection of sneakers.
By the time Vans launched their first Souvenir Old Skool 36, which references a rare but iconic Chanel Bag, the hype train arrived to the station. Now, Vans is selling those tickets like hot cakes.
Perhaps the most impressive thing about Vans’ current stretch, though, is the sheer volume of hits they are launching. Fans don’t just want the Pearlized or the Souvenir pairs; Vans fans can truly not get enough out of everything the LX line is releasing.
The recent Archival Flame collection was proof in action. For that collection, Betty referenced iconic pieces of fashion, such as Biker Leather Jackets and Souvenir Jackets, and recreated the iconic Flame Old Skools, which have existed for decades. The sight of millennials wearing flame sneakers is truly something to see, but it is proof that Vans has sneaker fans’ attention.
Next week, Vans will launch yet another Pearlized Old Skool 36. This pair upgrades the classic Vintage Cocoa with pearls and jewels throughout the upper, and aged details on the midsole and laces. Much like last month’s Blue pair, the Cocoa colorway isn’t reinventing the wheel; it is simply reminding you why you find the wheel so useful.
The Vans LX Old Skool 36 ‘Pearlized’ in Vintage Cocoa launches on April 21s via Vans, Foot Locker, and participating Vans retailers.
Studio photos courtesy of Sneaker Politics and Vans
