Vans is the essence of a cool style with the roots anchored in the skater culture. The brand is, was and becoming the skate shoe for the young and hip, and its simplicity makes it possible to style in all directions - from high fashion fashion magazines, to punked guitar heros and boardbøller. The story started in California in 1966, when Paul van Doren after years of work at a shoe factor opens its own store. It is from the philosophy of designing and producing shoes based on customers' wishes. The van Doren Rubber Company's approach is quickly known and loved among consumers, and soon the shoes will nickname Vans among Kendere. In the mid-1970s, the skater culture takes vans closely, and the brand begins to develop new models and designs after the skater's wishes.