For the fall 2010 season, Vans launched an all new range of footwear titled OTW. A derivative of the original slogan “Off The Wall”, the collection was created in hopes of pushing a distinct lifestyle agenda. While the design of the footwear embodied a certain design language which has been a notable part of Vans’ footwear heritage over the years, it was essentially the dawning of a new collection with its own philosophy. Known predominately for its high performing footwear design over the last few decades, the OTW range and its lifestyle position was able to shed some of the performance elements of footwear execution in exchange for pure lifestyle design. This effectively combined itself with the creativity that many Vans wearers over the years have come to associate and recognize. The inaugural range brought on four creative entities to compliment the notion of fusing footwear with a strong creative foundation. The four Advocates include graffiti and tattoo artist Mister Cartoon, graphic designer and all-around creative Eric Elms, the beer thumbing photographer/art director duo of Atiba & Ako Jefferson who form the DJ group The Blackouts and photographer and gearhead Dimitri Coste.
To kick things off, Vans OTW debuted the collection including the forthcoming 2010 holiday season at Shanghai’s multi-faceted space, Kin. The event was marked by a strong local showing of local personalities who represent a burgeoning local Shanghainese street culture community.