VANS NYFW

Experiential
Lifestyle
Fashion

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

VANS (AVE 2.0 LAUNCH) - Event

VANS (AVE 2.0 LAUNCH) - Event

Willy Chavarria SS25 América

Willy Chavarria SS25 América

ByAlexander NYFW Party

ByAlexander NYFW Party

The Prisoner Ball

The Prisoner Ball