Counter Culture

Off The (Big Orange) Wall by Vans in DTLA


Always evolving and expanding, and now entering a new era; Vans launch their new project: OTW By Vans. Their next chapter sees them embark on a vision to reinterpret skate culture. More high end than you've ever seen skateboarding before. We checked out the OTW Experience whilst in Los Angeles and February, and it was mind-blowing to say the least. See more below... 

Initially debuted at Paris Fashion Week earlier this year, the California kings of skateboarding are phasing out their Vault project, and introducing a newer, more premium line called OTW By Vans. The label includes footwear, men's, women's and unisex apparel, just with a slightly different focus. The new line draws more focus towards collaboration, exploratory and contemporary design, high quality materials and premium product. One of the biggest moments so far for OTW By Vans is their collaboration with design powerhouse S.R. STUDIO LA. CA by Sterling Ruby. Ruby redesigned the forever classic Sk8 Hi silhouette in bright orange and bright green colourways, completely tonal, revamped with oversized type on the soles.

To launch them, Vans threw a launch party at Soho Warehouse in Downtown Los Angeles on the eve of Frieze LA, and it was like nothing we've seen before. Open air carpark party / temporary skate spot / art installation / live gig all rolled into one. Live performances by Paris Texas and Salem, an interactive installation of shoes, and a skate-able art installation made in partnership with PLAYLAB INC., skated by the pro Vans team all night.

Said skate-able art installation produced by PLAYLAB INC and Sterling Ruby was a 30 foot tall by 100 foot long ramp, designed to represent a hill, a big part of skate culture. A sound stage was integrated into the back wall, with DJ sets and live performances on all evening, something we've never seen before, pretty surreal. The ramp was made with a lot of recycled materials too, sourced from PLAYLAB INC.'s archive of materials. Always good to see new projects formed from old goods and materials given a new lifeform. Pushing boundaries with design, product expression and live event experiences. This is the beginning of a whole new era for OTW...