Vans has teamed up again with LA-based collective Kids of Immigrants to release the new 'KOI x Vans Old Skool,' a shoe inspired by the group's slogan "Anything is Possible."
This reworked skate shoe intends to pay homage to America's immigrant communities and working-class heroes. In particular, it honors the sacrifices that immigrant parents have made to give their children a better life in the U.S. Because of this, the shoe was designed with unique fabrics taken from the childhoods of KOI's members, creating a mosaic of leather, paisley, corduroy, shearling, and velvet. In addition, the shoe's insole is meant to resemble Chinese laundry bags, while the yellow outsole is reminiscent of household lamps.
As part of the sneaker's release, Kids of Immigrants have tapped author and speaker Rob Hill to be the narrator for its campaign, leveraging his inspiring and spiritual voice.
Immigrant-Honoring Skate Shoes
The KOI x Vans Colllab Features an All-New Old-Skool Silhouette
Trend Themes
1. Immigrant Heritage Brands - There is an opportunity for brands to collaborate with immigrant communities and create products that represent, honor, and celebrate their cultural heritage.
2. Upcycling Childhood Fabrics - By using unique and meaningful materials and colors, brands can create products that feel personal and sentimental, giving consumers a sense of connection and authenticity.
3. Narrative Branding - Brands can partner with storytellers and use narrative branding to create a distinct brand identity and build a deeper emotional connection with consumers.
Industry Implications
1. Footwear - Footwear companies can collaborate with immigrant communities to create unique and culturally significant designs that attract a diverse group of consumers.
2. Fashion - The fashion industry can adopt the upcycling trend and use meaningful materials and colors to create sustainable and culturally significant garments that appeal to socially conscious consumers.
3. Marketing - Marketers can explore the use of narrative branding and partner with inspiring and influential voices to create emotionally resonant campaigns that stand out in a crowded market.