The Journey & Evolution of "Vans Old Skool," Loved by Skaters & Musicians

Since its inception in 1966, Vans has continued to lead the scene as the king of skate shoes. Initially, it garnered core support primarily from Californian skaters, but now it enjoys popularity not only in the skateboard scene but also in fashion, music, and various other arenas.

This time, we interviewed Keisuke Furuya, the marketing manager at Vans Japan, about the brand's history, the latest updates on the iconic Vans Old Skool, and the brand's future vision.

Vans as Skate Shoes Emerged Naturally from Play

Please tell us about the brand's inception, background, and concept.

Vans was founded in 1966 in Anaheim, California. The brand name is derived from the "Van" in the names of the founders, Paul Van Doren and Jim Van Doren.

"Van Doren Rubber Company" began as a custom-made shoe shop. It wasn't fully custom-made at first; they took color orders to create shoes.

The brand wasn't established as a result of the skate boom, but it existed before that, right?

That's right. Given California's vibrant surfing culture, a growing number of skaters emerged, leading to increased demand for skate shoes.

At the time, there was a legendary surf shop near Venice Beach called "Zephyr Surf Shop," where teenagers would gather and form a skate team known as "Z-Boys." Their presence was crucial in establishing Vans as a skate shoe brand.

Their vibrant and bold skating, along with their stylish looks, gained popularity and swept through the scene, helping to raise Vans' sneaker profile.

Staying True to Brand Roots While Expanding the Appeal

How did the "Old Skool" become one of the brand's icons?

The "Authentic" was the brand's first model, born in 1966, followed by the "Vans Era" in 1976, which enhanced durability based on the "Authentic." In 1977, the "Old Skool" was developed to achieve a more durable model, similar to the "Era."

Vans employed a durable "vulcanized manufacturing method" for all sneakers, uniting the uppers and soles with high-temperature pressure. The "Old Skool" further enhanced its durability with reinforced pads around the ankles and suede for the toe area.

Moreover, the "Old Skool" was the first to feature the side stripe, now an icon of Vans. The side stripe is made of leather, added to reinforce the uppers.

The distinctive side stripe was referred to as the "Jazz Stripe" at the time, right?

There are various stories, but it's certain the idea came from Paul's doodles. Also, there was a period when the "Old Skool" was called "Jazz," which might be related to the historical naming origins.

I understand that this model was the first to use leather panels to enhance durability. Could you tell us the background and reasons for adopting leather panels?

When skating, the side parts of sneakers are prone to tearing and wear, so I think they opted for durable leather material for reinforcement while making it work design-wise.

In the 1970s, there was an increase in sports shoes made from leather, such as for basketball and tennis. This trend might have influenced skate shoes to adopt leather to make them more robust.

Please tell us about the significant differences between the "Old Skool" and other models.

For example, the "Era" and "Authentic" models have 4-5 shoelace holes, which makes them easy to put on and take off, but their hold isn't as strong.

The "Old Skool" has 8 shoelace holes, so when laced to the top, it offers a great deal of hold, which is very popular among riders.

How does the skateboarding-specific "Skate Classics" line differ from lifestyle models?

It's designed with functionality in mind to enhance its characteristics as a skate shoe. It uses highly durable material in the rubber parts and incorporates Vans' superior shock-absorbing material "PopCush" in the insoles, making it also well-cushioned.

You released the "Premium Old Skool" last March. Could you tell us about its evolved features and newly adopted systems?

A major feature is the height of the foxing tape, which is higher compared to lifestyle models. It's based on the classics manufactured in the '70s-'80s, giving it a vintage-like finish.

The insole uses the latest EVA, making it very cushy. It has a vintage appearance but offers a modern, light, and comfortable fit.

Lastly, could you tell us about the future prospects for "Old Skool" and the brand?

The "Old Skool" has been supported in various scenes worldwide, from the skateboarding scene to music and fashion. It undeniably stands as one of the models leading the brand in Vans' history.

In the future, we aim for many people to wear Vans sneakers, especially the "Old Skool" and "Premium Old Skool," while remaining faithful to the roots of the Vans brand and embracing new projects.

Last August, we held a premiere for the latest film capturing the skating of our Japanese team riders, "Wabi-Sabi," by setting up a large screen in the parking lot of the National Stadium. We intend to continue such efforts while creating various opportunities for new customers to wear our products.

Recently, we announced a capsule collection "Premium Old Skool Music Collection" to express the deep connection between "Old Skool" and music. It captures the essence of three eras and music that are strongly tied to "Old Skool": the punk and hardcore of the 1970s and '80s, the Warped Tour of the 1990s and 2000s, and the underground hip-hop from the 2010s onward. We hope you'll check this out as well.

Originating from the skateboarding scene, the "Old Skool" has resonated with a diverse range of cultures, including music, fashion, and art, coloring different eras. While treasuring the brand's roots, its free-spirited nature continues to captivate people today.