The collaboration marks Vans’ second local partnership since the onset of the pandemic.
In part of its Foot The Bill campaign supporting local small business, Vans teamed up with Red River Cultural District to release new limited apparel, including a Customs Era shoe and a t-shirt, to raise money for the Austin scene.
Back in March, following the cancellation of SXSW and widespread economic struggle affecting local businesses in the wake, Vans teamed up with Mohawk to release a custom shoe to benefit the Red River Cultural District’s displaced staff.
Proceeds from the recent collaboration will go toward music-based community programs:
“All proceeds will directly benefit the community and charitable programs that are centered around music culture,” the group writes on the Vans website, “including our district-wide micro-festivals, music/service/hospitality industry food grants, and our ongoing advocacy that has generated ~$10M in local support for musicians, music workers and live music venues, as well as $15B for the industry in partnership with NIVA during the pandemic.”
The custom apparel features the RRCD logo in a repeated pattern on the toe of a Customs Era Vans, as well as a large print of it on the back of a black t-shirt. According to the page, the design was a community process with the input of 40 member businesses and staff.
“Our community design process, which included input from our 40 district member businesses and staff, included consideration of our diverse community perspectives and we purposefully sought to be as identity-neutral as possible to be wearable to all.”
“Whether you are a music fan in the pit or venue staff making the magic happen, pick a pair up of these kicks and get ready for future shows.”