Vans Opens Immersive Retail Store in Brooklyn

By Jay Casteel  |  10/05/2017

Iconic California brand Vans has landed in Brooklyn, with the opening of a new retail space, dubbed The General by Vans.

Inspired by the creative energy of Brooklyn, the space features a minimalist design that fosters interaction with products and experiential elements throughout the store. There's an installation at the entrance -- which will be updated monthly -- that tells new product stories. To start, the presentation explores the use of storied Horween Leather in the premium collection.

The 4,750-square foot space is the brand’s most ambitious and experience-driven store to date. Flooded with the brand's iconic Classics range, limited Vault by Vans category, Pro Classics, and men’s and women’s apparel and accessories, The General also stocks a full selection of hard goods from select skate brands.

“The General is a true reflection of our customers and their lifestyle,” said David Theiss, VP of Direct to Consumer. “We’ve created the space to be both interactive with our community and a captivating space to engage with our products. From hosting events like art shows and zine fairs to designing a custom pair of Vans, The General is all about experience.”

The General by Vans will also carry exclusive product, as well as a curated collection of the brand’s wider offerings. There's even an in-store Customs Design Studio, where customers can design their own one-of-a-kind Vans.

Artwork and photography is also featured around the store, which will be updated with an emphasis on showcasing local talents. Finally, Vans plans to host a wide range of events including art shows, movie premiers and other exclusive activations.

The General by Vans welcomes guests to the grand opening on October 12 from 7:00 PM to 10:00 PM at 102 N. 6th St., Brooklyn, NY 11249. RSVP here.