# Elevated Streetwear Imprints Vans Just Revealed Its OTW Imprint, Launching in Early 2024 By Kalin Ned | Published 2023-06-21 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/otw-imprint References: [highsnobiety](https://www.highsnobiety.com/p/vans-otw/) & [instagram](https://www.instagram.com/otwbyvans/) Popular contemporary skatewear brand Vans is making moves, announcing the launch of its brand-new [OTW](https://www.trendhunter.com/trends/otw-by-vans-1) imprint in early 2024. Surely to be a highly anticipated collection, [Vans'](https://www.trendhunter.com/trends/sr-studio-la-ca) 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 ## Trend Insights (Trend Hunter) - Score: 5.2/10 - Popularity: 84% | Activity: 55% | Freshness: 16% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### 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. ## Related on Trend Hunter - [Premium Explorative Skate Products](https://www.trendhunter.com/trends/otw-by-vans-1.md) - [Ambassador-Focused Footwear Campaigns](https://www.trendhunter.com/trends/vans.md) - [Experimental Footwear Collections](https://www.trendhunter.com/trends/authentic-prima.md) - [Artist-Inspired Footwear Partnerships](https://www.trendhunter.com/trends/otw-by-vans1.md) - [Knitted Heritage Skate Sneakers](https://www.trendhunter.com/trends/knit-pack.md) - [Magazine-Joint Premium Capsules](https://www.trendhunter.com/trends/otw-by-vans-and-hommegirls.md) - [Ultra-Durable Skate Shoes](https://www.trendhunter.com/trends/authentichtvibram.md) - [Fine Art-Inspired Sneaker Designs](https://www.trendhunter.com/trends/otw-by-vans-line.md) - [Graphic Skate Sneakers](https://www.trendhunter.com/trends/vans-otw-x-undercover.md)