VANS OTW

Capturing a convergence of cultures that overlap to form the dizzyingly fragmented feel of 2010, the Vans OTW collection streamlines that aesthetic to create a collection of sneakers that look and feel timeless. Famed for their skate-orientated output - bear in mind that the OTW title quietly riffs from the 1976 'Off The Wall' collection, their first skateboard-orientated line, Vans have approached this project differently. Celebrating creativity, the freewheeling spirit remains intact, but these aren't necessarily skate shoes - instead they cater to a 21st century lifestyle that's informed by perennially forward-thinking skate and street level looks and the associated mix of art and attitude.

Supported by an elite crew of OTW advocates that includes world famous tattooist Mr. Cartoon, photographer Dimitri Coste and renowned designer Eric Elms, consider this the elevation of the standard collaborative project. That doesn't mean loud colours, shiny leathers and mile-high lettering - it's manifested as support and consultation from the very beginning, expanding on Vans' established relationship with the creative community, from roots-level projects to their sought after Syndicate line, with a spirit of positivity and possibility. Taking some DNA that's quintissentially Vans, pieces like the Alomar, Bedford and Larkin lift some familiar design cues, all re-imagined alongside new ideas in premium materials with comfort as a priority. High tops and low cuts are catered for, and the target audience is a discerning but eclectic one, united by preference for a certain simplicity in their choice of shoe. As OTW expands, expect new additions, makeovers and innovative apparel to build on the existing vision with an appropriately restless energy.

Launched earlier this month on a building rooftop in Los Angeles's Downtown, the amassed partygoers included 'Machete' himself, professional badass Danny Trejo, Kanye's former beau Amber Rose and Wu Tang's RZA alongside a mix of musicians, skaters, bloggers, bikers, camera-wielders, hipsters, artists and the city's beautiful people; a microcosm of the target audience for these products. Tom Cooke, Creative Director for OTW sums up an ambitious but undeniably wearable project, "We walked a fine line - modern design meets the original. It still has a strong Vans feel, yet it's progressive and relevant. It's another side of Vans and it fits."

Vans OTW is available in July from select global retailers