Vans has long been a cornerstone of skateboarding culture – from iconic waffle-soled shoes to collaborations with underground artists, the label has carved a distinct legacy in action sports and streetwear. Now, the brand takes its DNA to new heights with the unveiling of its Vans West End store on London’s Oxford Street, a groundbreaking space that merges retail with skateable architecture.
Designed by Andrea Caputo Studio, Vans West End is more than a store – it’s an experience. At its heart is a 200-square-metre Roman travertine skate ramp, polished and laid on-site, which doubles as a retail platform when not in use. This seamless fusion of skate culture and design ensures that the space serves as a hub for events, from skate demos and lessons to live music and art showcases. The modular design allows for a constant evolution, transforming the store into whatever the community needs it to be.
The curated offering is equally transformative. Vans West End introduces the pinnacle OTW line to Europe, alongside exclusive partner collaborations. Expect custom jewellery from punk-metal pioneers The Great Frog, checkerboard speakers from Gomi, and an artist series of skate decks by Lovenskate. Exclusive restocks of cult Vans collaborations, like OTW by Vans x Undercover and Vans x BAPE, add an element of nostalgia and rarity.
Beyond product, the store leans into the culture. London-based creative Jack Charlie Mitchell curated a zine, Feel, featuring work from a diverse roster of artists, alongside a selection of books and music to enrich the space.
“When I came back to Vans a little over a year ago, we set out a clear strategy re-setting us for brand elevation through the lens of skateboarding,” explains Andreas Olsson, GM of Vans EMEA. “We had to course correct, making sure we were listening to what youth culture wants and needs from us when it comes to product and experiences. Now just over a year in, we have made big progress against setting new standards for where we want the brand to go and this destination is an important step in that journey.”
With Vans West End, the brand reaffirms its role at the intersection of skateboarding and community, proving that it’s still pushing boundaries in design and culture.
Find the new space at 214 Oxford Street and check out imagery from the opening night in the gallery above.