In particular, its Old Skool and Sk8-hi styles have enjoyed widespread popularity among fashion girls and those who want to dress like them lately:
Author:Dhani MauPublish date:Sep 12, 2017While men's sneaker culture has always been a thing, it's a more recent development for women. Among the fashion crowd at least, having the right athletic shoe has become akin to having the new "It" bag — except there's a good chance the sneaker has been around for at least a couple of decades, while the bag likely hasn't been on shelves longer than a couple of months.
Ashley Ahwah, Director, Global Footwear Merchandising and Angie Dita, Senior Footwear Designer, were both also closely involved with the development of Vans' women’s business, which began about 10 years ago. "It was an initiative for the brand to start putting a team in place to focus on the women’s consumer," says Ahwah.
Vitkus says this has been the key to Vans' longevity as a valuable brand. "Vans also has always been — I don't want to say the same — but it's always been about creative cultures," she says, speaking of the brand's frequent partnerships with artists and musicians. When women's sneaker culture became more mainstream, it made all of their jobs easier.
That authenticity is what will make people want to align themselves with the brand in the long run, even as trends pass. So then if Slip-ons, Old Skools and Sk8-his have all enjoyed their moments in the spotlight, what's next?
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