Popular contemporary skatewear brand Vans is making moves, announcing the launch of its brand-new OTW imprint in early 2024. Surely to be a highly anticipated collection, Vans' OTW (which, some might immediately sense, stands for 'Off The Wall') will focus on more elevated releases that will place the brand in a better position to compete in and contribute to the luxury streetwear world. The OTW imprint is "rooted in bringing back that true Off the Wall feel through premium products [the Premium Standard pillar] and collaborations with leaders in art, fashion, and skate culture [the OTW pillar]."
Ahead of its inaugural official release in 2024, the OTW imprint gave audiences a taste of what to expect at the men's Spring/Summer 2023 presentation in Paris.
Image Credit: OTW BY VANS / Liam Macrae
Why This Trend Is Growing
- Elevated Streetwear
- Disruptive innovation opportunity: Create premium streetwear products that cater to the luxury market and collaborate with leaders in art, fashion, and skate culture.
- OTW Imprint
- Disruptive innovation opportunity: Establish a new imprint focused on releasing elevated products that bring back the true Off the Wall feel.
- Luxury Streetwear
- Disruptive innovation opportunity: Enter the luxury streetwear market by offering high-end streetwear pieces with a focus on quality and collaborations.
Industries Being Reshaped
- Skatewear
- Disruptive innovation opportunity: Introduce more elevated skatewear products that appeal to fashion-forward consumers and art enthusiasts.
- Fashion
- Disruptive innovation opportunity: Collaborate with skate brands to create high-fashion streetwear collections that blur the lines between skate culture and high-end fashion.
- Art
- Disruptive innovation opportunity: Partner with fashion and skate brands to showcase artwork on premium streetwear pieces, merging art and apparel.
