# Surf Culture Style In4mation and Vans Team Up for Rad Summer Fashion By Vittoria Natarelli | Published 2010-07-16 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/in4mation-and-vans References: [freshnessmag](http://www.freshnessmag.com/2010/07/15/in4mation-x-vans-shop-exclusive-tees/) & [shop.in4mants](http://shop.in4mants.com/) In this video for the [In4mation and Vans summer collaboration](https://www.trendhunter.com/trends/beams-and-vans), you'll see a lifestyle characterized by fun, the beach and a surfboard. The collection is [fun-loving and free-spirited](https://www.trendhunter.com/trends/st-regis-x-vilbrequin). This collaboration is ingenious. The output is a [creative collection of unique t-shirts](https://www.trendhunter.com/trends/vans-x-pop-mart) with designs you cannot find anywhere else. In4mation and Vans is a very exciting team, and their video to show off the collection gives me summer-lovin' butterflies. **Implications** - The American west coast has a deep resonance with young consumers because of the particular lifestyle that goes along with it. Young demographics are less preoccupied with buying a house and starting a family then their parents generation. Companies should consider this shift when branding themselves towards this group. ## Trend Insights (Trend Hunter) - Score: 5.9/10 - Popularity: 74% | Activity: 96% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### What Makes This Trend Stand Out - **Surf Culture Fashion:** The In4mation and Vans collaboration demonstrates the popularity of surf culture-inspired fashion, presenting an opportunity for brands to tap into this trend and create unique collections. - **Unique Collaboration:** The In4mation and Vans collaboration showcases the value of creative partnerships in producing exclusive designs, highlighting an opportunity for brands to team up and differentiate through joint ventures. - **Young Consumer Lifestyle:** The shift in young consumers' priorities towards experiences and lifestyle over traditional milestones creates opportunities for brands to align their messaging and products with this mindset, as demonstrated by the In4mation and Vans collaboration. ### Sectors Adopting This - **Fashion:** The fashion industry can explore surf culture-inspired designs and collaborations, similar to what In4mation and Vans have achieved, to tap into the consumer demand for unique and lifestyle-oriented collections. - **Apparel Retail:** Apparel retailers can leverage the popularity of surf culture fashion showcased by the In4mation and Vans collaboration to attract young consumers seeking fun-loving and free-spirited styles. - **Branding and Marketing:** Branding and marketing agencies can assist companies in repositioning their brand messaging and imagery to align with the shifting priorities of young consumers, as exemplified by the In4mation and Vans collaboration. ## Related on Trend Hunter - [Surf-Inspired Pride Collections](https://www.trendhunter.com/trends/vans-x-queer-surf.md) - [Streetwear-Inspired Beer Collaboration](https://www.trendhunter.com/trends/fat-tire1.md) - [Surf-Inspired Skate Collections](https://www.trendhunter.com/trends/yusuke-hanai-2.md) - [Streetwear Skate Remixes](https://www.trendhunter.com/trends/new-future.md) - [Heritage-Honoring Collaborative Skate Shoes](https://www.trendhunter.com/trends/fuct-collaboration.md) - [Bold Playful Summer Collections](https://www.trendhunter.com/trends/duvin-design-co.md) - [Men's Summer Swimwear Capsules](https://www.trendhunter.com/trends/vilebrequin-x-joel-mesler.md) - [Skateboarding-Inspired Ads](https://www.trendhunter.com/trends/always-pushing.md) - [Co-Branded Californian Streetwear](https://www.trendhunter.com/trends/levis-x-stussy.md)