LOS ANGELES — Vans, VF Corp.’s footwear brand that cemented its place in pop culture via Sean Penn’s feet three decades ago in “Fast Times at Ridgemont High,” is making a play for fashionable young women.
As VF sets an ambitious goal for Vans to reach $2.9 billion in sales within the next four years — a 70 percent spike from the $1.7 billion in sales it expects to make this year — the unit is relaunching its juniors apparel division as a young contemporary brand for next spring. Gone are the literal translations of its signature black-and-white checkerboard pattern from slip-on shoes to bikinis and jeans. Under the leadership of a new vice president of apparel, Vicki Redding, and an influx of new women’s designers and merchandisers, Vans is moving past its previous 14-year-old customer to an older crowd between the ages of 16 and 24.
A Stella McCartney sketch of a custom dress made from protein-based silk in partnership with biotech lab Bolt Threads. The dress will be displayed at The Museum of Modern Art's upcoming design exhibition, "Items: Is Fashion Modern?"