Skateboarding’s deep connection to Vans makes any shift in the brand hit home and this week, that hit came with the news that its parent company, VF Corp., has cut 400 jobs across its global operations.
Among those impacted were 82 employees at Vans, according to a filing with the state of California.
Dickies, another longtime favorite in skate shops and DIY culture alike, also falls under VF Corp.’s umbrella and is included in the broader layoffs.
VF Corp., which also owns The North Face, Timberland, and a handful of other apparel brands, confirmed the layoffs as part of a large-scale restructuring plan they’ve named “Reinvent.” The goal?
Trim costs and steady the ship after several shaky quarters. But for many who live and work within skateboarding's orbit, the cuts hit close to home.
In a statement, VF Corp. said the restructuring impacted commercial roles across the Americas, Europe, and Asia, affecting “approximately 400 employees globally.” The company had already signaled tough decisions ahead during investor presentations over the past year, where executives laid out a roadmap focused on reducing debt and bringing the business back to profitability.
At the close of 2024, VF Corp.’s total workforce was already down by about 5,000 people compared to the previous year, with earlier layoffs hitting their Swiss headquarters and other international divisions.
With more names on the chopping block, employees tied to core subcultures - especially those rooted in skateboarding are among the latest to feel the squeeze.
Despite some growth from The North Face and Timberland in recent months, Vans and Dickies both saw revenue slip.
Company leaders have acknowledged that while there are signs of a slow rebound, more belt-tightening is still on the table.
While the executive team insists these changes are necessary to “build a stronger foundation,” the reality for many is more personal. A brand like Vans isn’t just another company. It’s part of daily life at the skatepark, in shops, and in scenes that built its name long before quarterly reports mattered.