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Agenda-setting intelligence, analysis and advice for the global fashion community.

Can Vans Recapture Its Cool?

Vans is making headway in winning back customers with unconventional new products, though overall sales are still sliding.
Vans by OTW, the skate shoe label's new premium product line, debuted in February.
OTW by Vans, the skate shoe label's new premium product line, hit stores in February. The line has released bold new takes on Vans most iconic products, such as this "Engineered Knit" Half Cab sneaker that was created with an one-piece knitted mesh panel. (Vans)

Vans is throwing its classic sneakers in a blender.

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Further Reading

Vans Knows You’re Sick of Their Shoes

For 15 years, the canvas sneaker giant rode a wave of teen demand for its classic styles, only to find itself on the outs when customers moved on to more innovative footwear. Will its new products drive growth again?

About the author
Lei Takanashi
Lei Takanashi

Lei Takanashi is a Correspondent at The Business of Fashion (BoF). He is based in New York City and covers menswear, streetwear, young consumer trends, and the intersection between fashion and culture.

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