VANS celebrates Earth day
Wear On
Longer means better.
INSIGHT
Every year, society takes the same amount of clothes it makes and dumps it in the trash. The world is suffocating in clothes but everyone can make a small difference so, in 2021, Vans soft launched WEAR ON - It all began as a way to encourage Vans fans to start a new chapter in the story of their old shoes to help reduce waste, fight poverty and empower people. In 2022, Vans and ADOUKEN unleash WEAR ON with the intention to create even greater impact. It’s our responsibility to help stop fashion’s “buy-it-wear-it-trash-it” cycle and show everyone the rewards that come from using what you have, loving what you own, and extending the lifecycle of your stuff.
The no-collection collection.
IDEA
Vans new campaign features old product in all its glory instead of promoting new collections with a film that is a celebration of what makes genuine personal style personal, and how it can pave the way for a better, more sustainable approach to fashion and consumption. It’s a call to break the cycle of more-more-more and discover a more authentic way to enjoy fashion and self-expression.
Wear is a record, rips tell your story, and an individual’s style is their scrapbook.
Retail
The campaign made its presence felt across 150 Vans stores around Europe with 50 of those having their window display turned into a canvas for self-expression. To do so, we invited local artists to join the movement and manifest their art using only upcycled materials.
Workshops
Designed to increase awareness and empower people to rediscover pieces they already own, we launched “WEAR ON | THE WORKSHOPS” – a series of in-store upcycling workshops held in selected Vans stores and led by local upcycling artists. Taking part was just as easy as signing up and bringing along any preloved piece to be customised as the stores were ready and waiting for the audience in the workshop spaces.
