VANS NYFW
The Context
Vans aimed to redefine its brand presence during New York Fashion Week (NYFW), a pivotal event in the fashion calendar. By showcasing its unique blend of skate culture and fashion, Vans sought to connect with a diverse audience and reinforce its identity as a leader in street style.
The Approach
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 the revival of the iconic Max Fish bar and surprise reunion performance by TV on the Radio, to an all-day 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.
The Outcome
The Vans NYFW activations were a resounding success, generating significant buzz both on and offline. The series not only engaged attendees but also showcased the brand’s commitment to authenticity and innovation. The atmosphere fostered a sense of community, leaving a lasting impression and reinforcing Vans' position as a key player in the intersection of fashion and street culture.
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.
A SURPRISE 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.
a NYFW block party by and for the skate community
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
Experiential Production Fellow
Lucas Clavijo
Let's Get CreativeTogether
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