Costa Mesa-based Vans Inc. is raising a glass to collectors of its famed waffle sole.
The footwear and apparel brand launched a new campaign titled “Waffleheads” this month featuring stories shared on video from seven collectors.
Global Executive Creative Director Erwin Federizo said its fans aren’t typical shoe buyers.
“Unlike many sneaker aficionados, Vans fans don’t worry so much about keeping their shoes pristine, encasing their collections behind protected closet shelves,” Federizo said in a statement. “They prefer them worn down to the sole, painted on, passed along and rummaged from flea markets.”
The campaign features stories from: L.A.-based artist Penelope Gazin; Henry Davies, founder of London’s Pillow Talk, a deadstock footwear and apparel retailer specializing in Vans; “accidental” South Korean collector Jayass; Bill Cruz, founder of Vans collector community website Under the Palms; Beijing artist Panda Mei; South Korean artist Hyun Ye; and Phoenix-based beadwork artist and member of Lakota Sioux tribe Charlene Holy Bear.
There will also be a series of “Meet the Waffleheads” events that include panel discussions and artifacts on display.
Starting May 31, fans can submit photos of their own collection and customized sneakers to Vans’ website for a chance to win a trip and attend a “Meet the Waffleheads” event while showcasing their personal collection next to its Wafflehead ambassadors.
