Just like the last of the Piss Drunx Dustin Dollin, who rides for Vans thinks that skateboarding has gotten soft these days, said: "Now skating be like everyone welcome like pre-school."
In a recent interview, Vans President Kevin Bailey spoke about losing the brand's rebellious spirit and "F**k You" mentality. Bailey, who has been with the company for over a decade, expressed concern over diluting the brand's identity.
He noted that the company's "F**k You" mentality made Vans stand out from other skate and lifestyle brands. The rebellious spirit was present in Vans' designs, marketing, and overall attitude. However, the brand has lost that edge in recent years.
Last month, Vans' parent company, VF Corp., which also backs heavy-hitting skateboarding brands such as Supreme and Dickies reported that Vans sales declined in Q3 2023, earning $926.9 million, which is a 13% decline from the year prior.
VF stated that Vans revenue is about to be plummeted by high single digits in constant dollars, compared to the previous outlook of down mid-single digits.
"The brand is not broken," Bailey confidently told Footwear News. "Everybody trips up once in a while. Skateboarders fall and cut their knees up. It is what it is. Have we hit a bump in the road? Yes. How much of this was our causing? Nearly all of it."
Vans' President also said that the sharp edges they once had dulled with recent success.
"We allowed ourselves to become too comfortable," he said. "We didn't maintain our edge. We lost our rebelliousness, that rebellious nature that is Vans. That 'eff you' attitude that is Vans. Somehow, we got watered down in the process."