Next Stop on the Vans Tour de Force…NYC
New York Fashion Week is sooo back, baby. Still, in a moment dominated by sleek runway shows and tailored ensembles, Vans slipped into something more comfortable with their latest stop in the concrete jungle. As the leading skateboarding brand continues its global tour, following takeovers in Paris and Toronto, its latest NYC stop focused on honoring its roots from Brooklyn to Soho while reconnecting with the city’s contemporary cultural heart.
“Vans is all about skateboarding and the fantastic, rich culture of art, music, and design surrounding it,” Vans Global Chief Marketing Officer Drieke Leenknegt notes. “To us, New York Fashion Week is the perfect moment to celebrate our commitment to the communities here that drive culture forward.”
To start, Vans revived Max Fish—an iconic nightlife staple of NYC’s downtown scene—for a one-night-only tribute. The time travel moment highlighted both the brand’s far-reaching impact and the legacy of the beloved skate landmark.
It’s a match-up that makes sense, given the two have certified powerhouse status in the skater community. The event was a hot ticket, and anyone who arrived at the Max Fish activation was greeted by a huge crowd pouring out from the venue into the streets of SoHo for this unofficial fashion week kick-off. New-age skaters mingled with industry insiders, and long-standing patrons from now-retired bar’s heyday peppered themselves throughout the crowd. This wasn’t just another NYFW soirée—it was a revival of a moment in time, a tribute to the gritty, rebellious energy that once defined the Lower East Side.
Inside, Vans and Max Fish pulled out all the stops to teleport guests back to a special time and place. The venue was meticulously transformed into a near-perfect recreation of the original bar. From graffiti-splattered walls to preserved decor, including the pool table, Pegasus statue, and Julio Iglesias lightbox, the space evoked the spirit of the early days of Max Fish. More than just a night on the town, it was a homecoming for the skaters, punks, musicians, and artists who once called this place home.
Max Fish’s storied past was the center of the celebration, showcasing its status as a place where eclectic groups converged into a sanctuary of their own making. While the names and faces have changed over the years, the bar’s core role in its community has meant that its identity still strongly resonates to this day.
The night crescendoed with a reunion performance by TV on The Radio, one of the most synonymous bands with the city’s alternative scene. As the band performed fan-favorite hits, it felt as though time had rewound. Guitarist Jaleel Bunton even mentioned how Max Fish was “the most important establishment of his youth,” and you could see in the faces of the crowd that it was a sentiment shared by many.
While NYFW is usually reserved for high-fashion labels and tailored suits, Vans injected its signature blend of skate culture and street-level authenticity into the week’s proceedings. It was a reminder that, even amid the high glamor, the city’s real pulse still beats in its underground scenes that continue to develop impactful cultural movements.
The Vans effect continued to reverberate through the streets of New York, punctuated by a block party at Skate Space 198 in Bushwick, Brooklyn, on September 7. This all-day extravaganza showcased the brand's commitment to its “Always Pushing” ethos by highlighting the culture and creativity of the skateboarding world. It featured open skate sessions, a prize-filled skate jam with cash-for-tricks, and skate lessons for beginners hosted by KCDC and Sk8Babes. Vans' dedication to the local community also shone through its "Off the Wall" market, offering a selection of goods from brands like LQQK Studio, Quartersnacks, and Star Team. Additionally, guests enjoyed appearances by Vans Skateboarding team members, including Beatrice Domond and Zion Wright, and live music from DJs such as Ben Kadow and King Marie.
As the night progressed, Vans turned the space into a high-energy "skate rave." The venue transitioned into a late-night party filled with pulsating beats from Detroit's HiTech and New York's Jubilee. This block party not only paid dues to NYC skate culture but also exemplified Vans' ongoing support of the city’s creative communities and their passion for progress.
Omnipresent across the weekend, The Vans Old Skool style took center stage. Debuted in an exclusive colorway with Satoshi Nakamoto, the refreshed take on one of Vans’ OG silhouettes could be seen on feet and in hand at both events. Accompanied by a teaser for an upcoming collaborative Old Skool with Canadian brand PunkAndYo, diehard admirers have a lot to look forward to from the venerable skate shoe purveyor.
As NYFW continues to dominate the city’s cultural happenings, Vans’ vision for a future that doesn’t forget its past is much needed in a city that can sometimes over-obsess with the new. When you lean into your roots, you remember what inspired you in the first place. Given the enduring place Vans holds in fashion, action sports, and culture, we’re happy to follow their lead.
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