As we previously reported, Vans has been working to turn around declining sales, looking to high-profile collaborations to reconnect with consumers. Earlier this month, they teamed up with Travis Barker on his own shoe release.
But this time, Vans Off The Wall just made it official to keep the brand tapped in with what’s cool right now on and off the board.
According to the Vans press release, singer-songwriter SZA is stepping in as their new Artistic Director and skateboarders everywhere are already talking about what this could mean for the brand.
Of course it is backed by new Vans president Sun Choe along with the top brass at VF Corporation.
SZA has been more than just a music star for years. She’s known for being real with her fans and not sticking to the usual rules when it comes to style.
She wears what she wants, mixes it up, and makes it work. That same attitude is something Vans has been about since day one. It is why the team wanted her to help shape where the brand is headed next.
“In Vans, I feel free!" says SZA. “I've been wearing Knu Skools and other styles for years, they've always had an ethos I connect with. As Artistic Director, my mission is to show that joy, community, creativity, and fashion are all still intersectional. That humanity, culture, and connection are still the access points. I’ve learned that bravery and curiosity are the cures for uncertainty, it’s a lifestyle and Vans champions that spirit. They stand where I stand, and I’m honored to invite a whole bunch of people to stand Off the Wall with us."
The first thing SZA is doing with Vans is launching a new brand anthem all about the beauty of becoming.
It celebrates finding yourself through skating art and personal style. The campaign features SZA wearing one of her favorite pairs the Knu Skool in black and white.
The visuals were shot by Sophie Jones and styled by Alejandra Hernandez with a dreamy creative look that connects with anyone who knows what it feels like to step on a board and feel free.
The Knu Skool first came out in 1997 as a twist on the classic Old Skool for a new generation.
It was inspired by skateboarding and had a puffed up tongue chunky oversized laces and the 3D Sidestripe.
It was built for skateboarding and for standing out which is probably why SZA has always been a fan.
With SZA helping lead creative direction you can expect more than just fresh shoes. This is about telling stories that matter to the skate community and making products that feel right whether you are skating a park or hitting the streets.