Vans is introducing the “Always Out There” campaign, which draws inspiration from the legacy of skate culture while championing the next generation. Centered around the Upland model, the collection also features apparel influenced by 2000s trends with modern updates for today’s community, positioning Vans at the forefront of style and lifestyle.
The ‘Always Out There’ campaign stars the Upland, a silhouette from the Vans archives first designed and released in 1999, now updated with a new outsole that offers superior comfort through a sturdy shape and underfoot support. The upper is crafted from leather and features a molded V-logo that combines retro design with a modern shoe.
Three versions of the Upland will be released throughout the year: the first drop will feature a white/black colorway; the second drop, in September, will feature a black/black white colorway; and, in October, to top it off, we will feature a leather white orange colorway. The campaign celebrates the entire Y2K heritage from August through November, also featuring caps, backpacks, baggy pants, fleece vests, zip-up shirts, and socks.
To re-introduce archived styles from the 2000s for 2024, Vans has connected with skaters from global cities like New York, London and Tokyo to define the ‘Off The Wall’ concept for a new generation. Beatrice Domond and her team take over New York’s Lower East Side, Helena Long and friends represent London’s legendary skate shop Brixton’s Baddest, while Rio Morishige and Tokyo’s revamped Tightbooth skate crew represent the future: an informed, smart and stylish generation that isn’t content to stand still while the world moves on. From the 2000s to today, this mindset is driving the progression of these young people’s culture and style.
To showcase the best of each city, Vans turned to photographers and designers who could capture the influence these young global artists have created. Creatives like photographer Zora Sicher, videographer Charlie Mcharg and designer Thistle Brown from New York; photographer Finlay Flint and designer Danny Reed from London; and photographer Kodai Ikemitsu, videographer Kyota Kamei and designer Shun Watanabe from Tokyo dressed and captured Vans athletes in the archival style that is being re-released today: the Upland.
The first black and white colorway of Upland will be available starting August 22, 2024 at Vans Stores, the Vans App, Vans.com.br and partner retailers.
