See how Vans can now put any custom design on your under 15 shoes
Any pattern, any photo, any design. Right now, Vans can do this already, but it will take a little while and you’ll have to wait for it to land on your front door. But the brand has just unveiled an innovative new machine that allows it to take any pattern, photo or design and stick it on a pair of shoes in less than 15 minutes.
Check out the process from start to finish in the exclusive video below.
The new machine is a natural extension of the brand’s long-standing customs program. In fact, now with its ability to bring unprecedented personalization to people at events and in stores, the brand is returning to its very early days.
Vans VP of Creative Jamie Reilly says it reflects how Vans is building his future in a way that is based on his past and staying true to who he is. “Heritage and innovation are linked, so one of the benefits of that is having this story of creative experimentation,” says Reilly.
The Customs program began the first day the brand opened its first store in Anaheim in 1966. ”A customer walked into the store that first day, Paul Van Doren was there, and they wanted a different shoe color than the one they had. ‘he had, “Reilly said.” So Van Doren said, “Bring me whatever fabric you want your shoes to be made of and I’ll make them for 50 cents more.” “
Chief Innovation Officer Safir Bellali said Van’s overall innovation strategy is designed to help the brand deliver iconic products and experiences to enable and inspire creativity.
“This piece is an example of technologies that we explore as part of our commitment to creative expression,” says Bellali. “Understanding the important role personalization plays in achieving this commitment, it was natural for us to look for ways to enhance the personalization experience, remove barriers to creativity, and make the process more immediate. “
As more shoe brands come up with their own versions of customization, Bellali says Vans aimed to find a way to not only give people as many design options as possible, but also make it as fast as anyone.
“Anyone can personalize the product to some extent and with relative immediacy, what you don’t see out there is a process that allows you to personalize your shoes with an all-over print of your choice in less than 15 minutes, “says Bellali. .
They partnered with parent company VF Corporation’s global innovation center and their advanced manufacturing team to develop a process to test the idea of personalization on-site and quickly understood its limitations. At this point, there were a lot of doubts about how the technology would work. “Instead, my team got discouraged, built a new machine, put it through end-to-end testing, got carried away and kept going,” says Bellali.
Reilly says Vans has long been inspired by the way people have personalized their shoes. “The checkerboard is an iconic piece of the Vans brand, but it originally came from children drawing on their shoes,” he says. “So that’s just another interesting way of looking at what people want. The new machine fits into this experience as another experience to help us better connect with our customers and give them another platform for their own creativity and expression.