VANS NYFW
Vans partnered with MATTE over NYFW 2024 with a series of immersive events celebrating the brand's deep connection to New York's skateboarding scene.
From a revival of the iconic Max Fish bar to a Bushwick block party at Skate Space 198, Vans brought together the skate and fashion communities with high-energy activations, musical performances, and high heat collaborations.
Client
Vans
Year
2024
OTW POPS UP WITH A BOLD COLLISION OF SKATE CULTURE AND FASHION
Recreating an LES Icon
Vans kicked off NYFW 2024 by reviving the iconic Max Fish bar with a replica facade produced by MATTE. The historic LES venue set the stage for an exclusive product launch that blended heritage with modern energy, paying homage to skateboarding and NYC street culture.
Musical Performance
TV On The Radio delivered a surprise reunion performance with the iconic Max Fish bar as the backdrop, evoking 2000s nostalgia for both fans and the NYC skate scene. The intimate setting at 45 Grand in SoHo added to the atmosphere, perfectly complementing the night’s tribute to Vans' heritage and the enduring legacy of LES skate culture.
Photo Credit: BFA; Jason Crowley & Victor Arriola.
A NYFW BLOCK PARTY BY AND FOR THE SKATE COMMUNITY
Block Party
The Vans NYFW block party in Bushwick was an all-day celebration of skate culture, creativity, and community. Hosted at Skate Space 198, the event featured open skate sessions, a cash-for-tricks competition, pop-up shops, and food trucks, uniting local skaters, brands, and creatives. Various skate brands, including LQQK Studios, EC Melodi, and fuckthisindustry2008, were given dedicated spaces to customize, showcasing their unique styles and contributions to the skate scene.
Skate Rave
As the sun set, the scene shifted indoors at Skate Space 198 for a skate rave. The evening began with a skate demo featuring members of the Vans team, enveloped in fog and lasers that created a dramatic atmosphere. Detroit trio Hi-Tech took the stage next, delivering a powerful set of live-MC’d Ghettotech, followed by DJ Jubilee, who closed out the night.
Managing Partner
Max Pollack
Group Client Director
Lennon Chuang
Client Manager
KARLYN SYKES
Associate Creative Director
ANDRE BROWN
Experiential Designer
Trinity Montgomery
Graphic Designer
Nick Wilson
Senior Producer
Karina Smith
Production Coordinator
Joey Daoud
Music Director
Eugene Young
Press
