Vans opens its first community-driven retail retailer in downtown LA

Vans DTLA shop front

Vans, a manufacturer of skateboarding shoes and related apparel, opens its first community-run retail and event space in Downtown Los Angeles, USA. The space pays homage to Los Angeles' deep skateboard roots and a thriving art community spanning two floors, featuring work from various local manufacturers, a wide selection of Vans shoes, clothing and accessories, and a dedicated community experience studio.

Vans DTLA shows a mural by LA-based artist and designer Geoff McFetridge, who emphasizes the raw brick and concrete walls of the building with his colorful, minimalist work. Atmospheric photos by skate legends Mike O & # 39; Meally, Ray Barbee, Tino Razo and Anthony Acosta underline the importance of LA for skate culture. The room also shows works by the local sign painter Julien Besser.

"The opening of our downtown, LA store marks a new chapter for the brand as we continue our mission and commitment to community and experience," said Carly Gomez, Vice President Marketing, Americas at Vans.

“Downtown LA has a rich history of skate culture and artistic freedom. Not only will we open our doors to the new space, but we'll also introduce Studio808, which is located on the second floor of the new store and where the community can share their creative energy through workshops, exhibitions, and more. "

To promote the brand's commitment to LA skateboarding, the brand's DTLA store has its own skate shop, which, in addition to the full collection of Vans Pro skate shoes and clothing, also includes hardware from Los Angeles-based brands such as Alva, Baker , Girl and WKND are offered. A selection of publications curated by the DTLA gallery and the THESE DAYS store round off the retail offering and give customers a deeper insight into local culture.

On the second floor of Vans DTLA is Studio808, a community-run gallery, lounge and workshop created in collaboration with the lifestyle magazine Monster Children. The studio will serve as a single point of contact for consumers and creatives with the goal of giving something back to the local community. The ultimate goal of Studio808 is to create a platform for education to support underserved members of the community.

"We're excited to open our first retail and event space in downtown Los Angeles," said Mitch Whitaker, VP / GM, Americas at Vans. “Vans has been calling California for 54 years. We are grateful to be able to strengthen the roots and legacy of the Southern California brand through this new space that reflects and is designed both for the community and for unique experiences. "

The brand strengthens Vans' commitment to the DTLA district and has partnered with nonprofits like Goodwill and Chrysalis to draw from a pool of talent that Vans hasn't yet used.

Goodwill and Chrysalis have human resource development initiatives that address previously homeless and vulnerable youth. Vans' goal is to hire employees directly from the community to build a diverse workforce.