VANS
Developed multiple end-to-end product and marketing capsules for Vans, including footwear design concepts, art direction concepts, and marketing strategies. Tasked with both ‘exporting New York’, and authentically connecting the global, West Coast-based brand to the community I had built through my boutique, DQM New York.
Created footwear and apparel collections to be sold exclusively in New York including product concept and design. Conceived, directed, and produced campaign photography and video. Directed marketing strategy and storytelling. Hired photographers, cinematographers, models, friends, and artists from within my network. Initiated collaborations with brands and artists including Blue Note Records and the City of New York.
Provided consulting to Vans as an East Coast-specific marketing creative and strategist for over twelve years. Developed customer-focused retail and marketing strategy for in-store experiences and events and outdoor marketing campaigns, which were recognized for noticeably increasing Vans’ brand exposure in New York.
The Halves
Inspired by a study in minimalism, and in contrast and transitions: two parts of one, light and dark, black and white. The Halves combine a feeling of minimalism - with refined, pared-back styling and a completely monotone palette - with a feeling of luxury - fabricated in soft, super premium full-grain leather with quilted leather tongues and gold foil printing on cork insoles. The deconstructed look features minimal branding, simple punched eyelets and high-density printed side-stripes.
Photographed by Dominic Neitz. Original painting commissioned for this project by Albin Holmqvist.
The HBT
The ‘HBT Authentic’ collection was inspired by the Herringbone Twill (HBT) uniform introduced in World War II. Using a unique enzyme process created specifically for this project, we created an original camouflage using the highs and lows that the enzyme process created. The reference for the colors are Jungle, Desert and Ocean. The eyelets have a saltwater patina finish and the shoes utilize a siped bottom plate to create a tread made for wet surfaces.
Photographed by Gerhard Stochl in The Rockaways, New York.
Mesh Old Skool
We debuted a new style for Vans, creating a full nylon mesh upper for the classic Old Skool skate silhouette. Made exclusively for The General store in New York City, the new Mesh Old Skool LX is inspired by mid-century architectural forms and modern sports garment fabrications. The shoe has a modern, minimal feel in solid colors paired with true white outsoles. The pared back styling includes a flat, embroidered sidestripe, matching color sock liner and cotton webbing heel pull. The shoes come with a tracer cord lace, which combined with the nylon mesh material gives the shoes a light-weight and subtly technical feel reminiscent of classic summer sports.
Photographed by Jonathan Mehring in New York City.
Monochrome Mountain Edition Low
Created design concept for Vans Mountain Edition Low style in three custom, completely monochromatic colors in a suede fabrication with matching monochromatic round laces and woven labels. The concept for editorial photography was based on reflection, refraction, and the philosophical ideas of simulacra and simulation described by the French sociologist and cultural theorist Jean Baudrillard which examines the relationship between reality, symbols, and culture: specifically how signs and symbols in media and culture are involved in constructing an understanding of shared existence.
Photographed by Jonathon Mehring in New York City.
Quilted MTE Sk8-Hi DX
The Quilted MTE Sk8-Hi DX combines influences of classic technical outdoor footwear and apparel design with a premium aesthetic. The premium materials, deconstructed styling, quilted tongue and completely monochromatic palette of the Sk8-Hi silhouette create a minimal feel which belies the inherent functional outdoor technology borrowed from Vans’ MTE ‘Designed for the Elements’ collections. The shoes feature a heat retention layer between the sockliner and outsole to keep feet warm, padded collar and heel counters for support, a vulcanized lug outsole for maximum traction in wet weather, and premium, weatherproof leather uppers. A custom striped nylon webbing pull tab helps slip shoes over winter socks.
Photography by Connor Linde in Cape Cod, Massachusetts.
Square Ones: Vansguard Edition
The second Square Ones release features Vansguard waterproof technology on a brushed twill upper, and a color story inspired by classic English raincoats. Working towards the idea of a true basic, DQM has pared back Vans’ Old Skool LX style to the essentials. The shoe has a deconstructed feel with minimal branding, stitched side stripes and stitched eyelets. Constructed in durable but light-weight brushed cotton twill with water-resistant Vansguard treatment, the shoes are available in Black, Nautical Blue and Seneca Rock. Details include neon yellow, light-weight and washable Ortholite insoles for comfort, and flat matching color laces with striped aglets.
Photography by Dominic Neitz.
Brownstones
Inspired by the brownstone row houses of New York and the North East, this collection featured grays and red brick/brown drawn from the natural shades of the Jurassic sandstone material traditionally used in those homes. Constructed in a combination of premium leather, suede, nubuck and canvas, the shoes feature riveted brass eyelets with single tortoise glass eyelet detail, waxed flat laces, gum outsole. A custom, artist-commissioned illustration is printed on the insoles. Built for the East Coast’s inclement weather, the shoes featured water-resistant Scotchgard™ weather protection treatment.
Photographed by Dominic Neitz in Fort Greene, Brooklyn, New York.
Ballistic Nylon Sk8-Hi 46 LX
Inspired by modern military fabrics as well as the luxury of quality utility garments and footwear - made to wear and truly built to last - this collection featured a unique material combination of waterproof nubuck and ballistic quality ripstop nylon. The contrasts in finishes and texture - matte and sheen, soft and tough - come together in a monochromatic, utilitarian palette - black, white and military tan.
Photography by Jonathon Mehring in Brooklyn, New York.
Square Ones
The Square Ones were inspired by the utility, simplicity and economy of a true ‘basic’, what it means for a product to be useful, to be essential or classic. Considering what the aesthetic and functional qualities of a manufactured product would be if you only had one of it, we pared back Vans’ Sk8-Hi, Old Skool and Authentic styles to the very essentials. Built to be worn daily, the shoes are constructed in a light-weight cotton ripstop fabric that won’t tear, in a wear with anything white. They feature tracer cord laces that won’t break, a flexible and washable light-weight Ortholite insole, and deconstructed styling including stitched side stripes.
Photographed by Dominic Neitz in Bushwick, Brooklyn, New York.
The 101’s
Skateboarding in the 80s was owned by skateboarders; skateboard companies were run by skateboarders, and a feeling of youth and completely free expression permeated skateboarding fashion: there was no other marketing agenda. The 101’s modernize some of our favorite details and silhouettes from these times in an updated Sk8-Hi Reissue LX. Pared back to simple fabrics in classic team colors, they have a vintage sports feel that is characterized by 80s and 90s East Coast skateboarding. Constructed in canvas with a premium leather side stripe and heel, details include a nylon tongue facing, cotton terry cloth tongue backing, and a removable striped ankle strap detail which we introduced for Vans and was later adopted into their inline collections.
Photography by Dominic Neitz and Kevin Trageser in the Lower East Side New York City.
MLB New York Yankees 101’s
We collaborated with one of the most successful sports franchises in the world, the New York Yankees. The collection reintroduces our exclusive ‘101’ style, an updated Sk8-Hi Reissue LX with a removable striped nylon ankle strap. Constructed in premium full grain leather including a full grain leather side stripe, the shoes borrow elements from the beloved, classic uniform: the Yankees navy pinstripe printed on a white pigskin leather sock liner, the official Yankees logo printed on the ankle strap and a metal Yankees logo lace jewel.
Photographed by Jonathan Mehring at Yankees Stadium in the Bronx, New York City.
Grosgrain Slip-On
Made exclusively for The General stores in New York City, we designed a new style for Vans, adding a grosgrain stripe detail inspired by the classic loafer, a staple on college campuses across the US in the 1940s through the 60s, and worn by film icons, political heavyweights, and high-flyers from Paris to Tokyo. The Grosgrain Slip-On is informed by the Ivy styling and moccasin-like construction and comfort of the traditional loafer, with a deco top-stitch detail and a striped grosgrain band. A soft, collapsible heel converts the Slip-On to a loafer style “slip-in”, folding down to a premium calfskin leather insole. The shoe has a modern, relaxed feel fabricated in washed canvas in summer colors, with a true white outsole and a classic Vans waffle tread.
Photography and video by Richard Quintero in Manhattan, New York.
OG Sk8-Hi 46 LX
The OG Sk8-Hi 46 LX in quilted suede was a new style created exclusively for The General store in New York. The footwear collection included four monochromatic colors in a light-weight suede fabrication with a unique quilted tongue. With a soft, dimensional feel, the shoes are finished with monochromatic flat laces, minimal printed side-stripes, a true white outsole, and a pigskin lining. The shoes and photography are inspired by the photography of David LaChappelle and the polaroids of photographer and fashion stylist Maripol, and the saturated, high-gloss colors of classic mid-century design.
Photographed by Brian Kelley in Coney Island, Brooklyn, New York.