"When I came back to Vans a little over a year ago, we set out a clear strategy re-setting us for brand elevation through the lens of skateboarding. We had to course-correct, making sure we were listening to what youth culture wants and needs from us when it comes to product and experiences. Now just over a year in, we have made big progress against setting new standards for where we want the brand to go, and this destination is an important step in that journey." Andreas Olsson shares who is the Vice President and General Manager for Vans EMEA.

Thinking about Vans, they have always been known to push barriers of culture and sport. Their latest store, located at 214 Oxford St, London W1D 1LA, will further continue the Vans legacy of reshaping and breaking barriers in Culture as we know it.

Known as the Vans West End, the store will restock some of Vans' most sought-after and iconic limited-edition collections from years gone by. There will be a limited quantity of drops, which will include fan favorites such as OTW x Vans x Parra, Vans x BAPE, OWT by Vans x Undercover, and UK skate collaborations such as Helena Long's 2023 collection and the Safe Low from Rory Milanes and Danny Brady. All these limited drops should get fans around the world excited.

After its unveiling, Vans West End looks to bring an innovative approach to what a retail store can be. Considered to have Vans skate DNA in its design, the building will become a multi-purpose facility used for shopping and events. The shop is looking to create a transformative space in London through regular events and other programs.

The one-of-a-kind skateable retail store is in the heart of London – located on the iconic Oxford Street. Which was originally opened in 2019. Since then, it has undergone a complete renovation. Now it's destined to become a place where community building can take place. Moreover, it looks to celebrate skateboarding, music, and art.

Andrea Caputo Studio, a Milan-based company focused on Architecture, designed the Vans West End store. The new design showcases skateboarding culture through elevated architectural and retail design. This includes a fully transformable skate ramp that brings the House of Vans spirit to a new commercial environment.

As you enter the store, it's hard to miss the 200-square-meter Roman travertine stone ramp that runs through the entire store. The ramp can be fully merchandised with interchangeable glass modules when it is not being used for skateboarding. When it was being designed, it was initially a block of stone. Later, it was laid and polished on-site. The ramp is the heartbeat of the store – used for regular skate lessons, demos, and events curated by the Vans Skate team and other local skate schools. Martino Cattaneo, Helena Long, Josh Young, Willow Voges Fernandes, and Jordan Thackeray all had an input in the final design of the ramp.

Vans West End takes a radical approach to retail design – adapting a strategy that reduces the store's storage space requirements by 50%. This reduction of storage space increased the commercial space by some measure. The material that was used to create the unique exterior – grinded plywood. The plywood underwent an editing process, specifically grinding, which allowed for carving into the wood's stratigraphy, resulting in its unique carved effect.

Looking towards the events that could be hosted at the Vans West End, one day it could be used to host skate lessons and the next day it could be used to host live music shows or even an art exhibition.

Vans West End wants to facilitate a platform for authentic relationships with various customers through partnerships that are genuinely created.

Collaboration has even been at the heart of the creation of the store. Literally starting from its foundations. Famed London jewelers – The Great Frog, have merged their punk and metal aesthetics with Vans DNA to create Vans-branded pieces, which include the iconic waffle, the checkerboard slip-on, and skull motifs. Alongside that, more iconic items from The Great Frog will be sold at the store.

Looking towards creating sustainable products – Vans have teamed up with Brighton-based creator Gomi. Gomi created custom-printed speakers and power banks from recycled e-bikes, which will be carried exclusively at Vans West End.

Longtime friends of the brand – Lovenskate have produced a series of decks and posters that will be sold at the store. Work from Chloe Bernard, French Sayer, Jon Horner, and Isabel White will be available.

Musically, Jack Charlie and Vans have come together for media, including books and music, that will be available and heard at the West End location.

Vans West End is more than just a store – it's a destination. With its unique blend of skateboarding, art, and music, the store offers a dynamic and engaging experience for visitors. This innovative approach to retail solidifies Vans' position as a leader in youth culture and sets a new precedent for the future of retail.