by Tee Jay Void
The Vans Custom Culture projected started in 2010 as an initiative to inspire the creative minds of youth. Students around the country are given the opportunity to customize four pairs of classic Vans models to reflect the brand’s core values, including action sports, art, and music.
Most importantly, the contestants had to infuse “local flavor” into their designs. The 2012 winning school, Rio Ranch High School from New Mexico, won $50,000 for their art program, and is the first class to have their entire collection to go into production. The Vans Classic Slip-On, Vans Sk8-Hi, Vans 106 Vulcanized, and Vans Authentic were all updated to feature an all-over skull print and southwest motif. The Slip-On “Custom Culture” pays tribute to the tattoo culture of New Mexico, the SK8-Hi “Custom Culture” uses uppers to convey rock music inspiration, and the beach culture is symbolized on the 106 Vulcanized “Custom Culture”.
The Vans 2013 “Custom Culture” Pack will be available for purchase in Spring 2013 at Vans and Journeys retailers. Vans Custom Culture has teamed with Americans for Arts for the 2013 contest, and Journeys will donate an $10,000 for the school with the best “local flavor” as a part of the new partnership. Head over to Vans to register for the 2013 Custom Culture contest, and the chance to have your school’s designs featured.