Vans is launching its Foot The Bill customization program in Europe as a way to support local skate shops. The company said stores in the UK, Germany, France, Italy, and the Netherlands will receive the net proceeds from exclusive custom designs. It added that it’s being done as part of “an effort to assist our friends and small business partners” in smaller skate shops”.
The custom-made designs will be available for purchase on Vans Customs with the move coming on the back of the major impact from closing stores due to the COVID-19 outbreak.
“My father Paul Van Doren always said that we were a people company that made shoes. Now, more than ever, it’s important to support the people that provide spaces for communities around the world to be creative and come together,” said Steve Van Doren, son of the label’s founder and currently its VP of Events and Promotions. “We were once a small business and wouldn’t be where we are today without the support of these partners. We hope to rally together with our consumers to lend a helping hand to those that are in need.”
The Vans Customs platform is the brand’s creative space to design custom shoes. Each of the businesses is being given access to design and upload a pattern that represents its unique persona using Vans Classic Slip-On or Era as their canvas.
“Fans can support each business by selecting its design for purchase and they can continue the creativity by customising it with other colour, print and material combinations,” the company said.
The brand will be producing up to 500 pairs of Custom Vans per business partner and once they’re sold out, they will no longer be available. The net proceeds from the sale of each pair will go directly to that small business.
The initiative launched in the US earlier this month, featuring more than 30 skate shops and restaurants with new small businesses from around the world being added daily. The programme expands across Europe to include additional independent skate shops over the next month.