Vans is Phasing Out Vault and Launching a New Premium Label

Photo: Sandy Kim/Courtesy of OTW by Vans

Vans is phasing out its Vault project and diving into its next undertaking: OTW by Vans, a new premium label that’s slated to launch in early 2024, will debut at Paris Men’s Fashion Week Spring 2024 in the form of a live skate exhibition.

OTW by Vans will include men’s, women’s and unisex apparel and footwear, and will be broken into two different product lines: OTW, which will focus on collaborations and exploratory design, and Premium Standard, which will include Vans’ elevated classic silhouettes. An inaugural collaboration in 2024 will be with S.R. STUDIO LA. CA. by Sterling Ruby.

“We are rooting the next chapter of Vans in the attitude and mindset of the brand’s true self,
defined and shaped by the community of original disruptors. Skateboarding embraced us many
years ago from the fringe to drive culture forward,” said Vans Vice President and Pinnacle Creative Director Ian Ginoza via a press release.

OTW by Vans will have a distinct online presence and will be available to wholesale partners, according to the brand.

The Vault by Vans program, which offered premium versions of its classic shoes, is ending by Dec. 2023. OTW by Vans will also offer elevated products, but with a different goalpost, according to Ginoza. He calls it a “reorientation” to the brand’s “original spirit of defiance and exploration as the pioneers and trailblazers of skateboarding.”

“With Vault, the original mission was really a celebration of classic art, classic heritage and craft and this is more about a shift in thinking rooted in the mindset and attitude of skateboarding, exploration, taking risks and in innate curiosity,” Ginoza told WWD. “We want to really push the boundaries of product expression and brand experiences.”

Ahead, get a preview of OTW by Vans with the campaign photographed by Liam MacRae.