Interviewee: David Atkinson, Merchandise Manager, Action Sports
Make sure to check out our feature from Vans Snow Days 2020 for more info on their 20/21 lineup.
What are the three most important products of next year’s boot line? Why?
Hi Country and Hell Bound – A brand new high end lace boot designed with Sam Taxwood. A boot that is backcountry ready – but can be fine tuned for for street riding and everything in between and stacked with our top shelf tech: Flashdry liners, triple density 3D anatomical footbeds, Waterproof zip shroud over the laces, customisable flex, Vans V3 Outsole.
Hi Standard Pro – An Arthur Longo colourway for the udgraded version of our iconic Hi-Standard with a first to market Smartwool liner for un rivalled warmth and comfort, Dual density 3D anatomical footbed, Brand New V2 outsoles.
Viaje – a colourway for Hailey Langland on our most technical female boot packed with our top tech: Flashdry liners, triple density 3D anatomical footbeds, Waterproof zip shroud over the laces, customisable flex, Vans V3 Outsole.
Using any previously unseen materials (in build, cushioning, support or grip) or construction methods?
We were first to market with The North Face’s Flash Dry technology in our liners which you still find in our top shelf boots, and now we are also first to market using Smartwool in our liners for unrivalled warmth and comfort in our mid shelf boots.
What’s new in lacing – trad, Boa, something different? What do people want?
We are offering a full range of full lace, hybrid lace/boa, double and single boa – there is something for everyone. This season we added a high end full lace – The Hi Country and Hellbound, as many of our team still love a full lace up for it’s ultimate customization.
Imagine the overview section of your boot catalogue next year. What’s the defining aesthetic, or overall theme? Talk to us about the colorways/prints/patterns/influences/textures you’re using?
We explored Natural imperfection and Colliding Cultures as inspiration for this seasons line. This manifested in rugged textures, iridescent and reflective finishes mixed with Matt and graphics.
Which part of your range are you investing in the most? Freestyle, freeride, do-it-all, beginner…? Why?
Our focus is always on high performance boots that can do it all but also comfort across the line. Improvements to our liners and footbeds have changed the game for us – Vans boots are now comfier than ever.
What are your top marketing stories for next season? This will help us to put some focus in the right place.
The top 3 boots above are our main marketing focus – with the primary story being the new Hi Country and Hellbound boot.