CHANGING BRAND PERCEPTION.
“Vans are uncomfortable.”
“Vans are just simple vulcanized canvas shoes.”
“Vans feel cheap.”
“Aren’t Vans for skateboarding?”
“If I want comfortable lifestyle shoes, I’ll buy Nike or Adidas shoes instead.”
Vans is actively working to change how consumers view their products. Vans' derivative, non-skateboarding related footwear platforms were designed to reach a wider consumer base and to challenge the notion that Vans are limited in make and construction. These new footwear platforms succeeded, and proved that Vans has the ability to thrive in the growing progressive lifestyle footwear market.
The MTE and UltraRange (pictured respectively) are among the most successful new footwear platforms. They focus on comfort and versatility for an outdoor story. With the rising awareness of streetwear to mainstream consumers, there comes an opportunity to tell an urban story.
TECHWEAR:FUNCTION + FASHION.
Techwear is a subset of streetwear that focuses on utilitarianism and innovation. It brings concepts of mobility and adaptability to the forefront with the urban user in mind, and an emphasis on city traversal. It is the perfect market where the Vans Style 0.3 will thrive.
A potential opportunity zone for the design of the Style 0.3 was revealed after plotting several landmark products on this matrix.
The solution is an adjustable slip-on lifestyle shoe that features progressive design language, while maintaining Vans heritage visual cues. Its main features are its ergonomic multi-sole unit flex zones, unique ghillie and Paracord lacing system, and use of a new proprietary material.
The tread pattern of the Style 0.3 mimics that of the classic waffle pattern. It features diagonally hatched sections in the toe and heel, and hatched vertical tread in the midfoot, all of which have been inverted to create inset lugs. A distorted version of the waffle pattern wraps onto the sidewall.
The classic Vans Sidestripe has been given a new branding treatment. It gradates in opacity from the side of the shoe onto the upper, becoming less opaque.
A step up from its traditional natural and red shoe box, the packaging gives the consumer a sense of elevated quality and function, but maintains brand familiarity. While the box is based on the previous Quasi and Vans ArcAd limited release, key branding and construction attributes differentiate it from its predecessor.
The box construction features embossed Vans branding, as well as an accessible drawer storage functionality.
Conceptualized under the Vans Footwear Design team in Costa Mesa, California.