The third episode takes us to Dogtown were skateboarding, and consequently Vans, got big. There we meet Steve van Doren, vice President of Vans, Deedee Gordon trend watcher from from Look Look and professional skater Tony Alva. Alva explains how Vans used him and his friends as test pilots for the development of the perfect, durable, gym rubber deck shoe for skateboarding.
Sneakers is a 50-minute documentary about the history and social significance of sneakers. The film asks the question how sneakers have evolved from being the “poor man’s shoes” to an icon of modern lifestyle and subculture identity.
Directed by Submarine Channel co-founder Femke Wolting, Sneakers emphasizes the fashion and design aspects of the popular sports shoe, showing the design process and the ways that brands profile themselves on the competitive sneakers market. The film also focuses on the extraordinary shoe designers, as well as on the people who buy them and wear them.
The film mixes original footage with commercials, photos, scientific films and other film and video material, showing how brands make use of underground culture to give street cred to a pair of sneakers. Fascinating stuff.
Art direction by Alexei Tylevich (who later founded Logan.tv), Motion graphics by Sander Alt and Fons Schiedon.