Campaigns We Love: Vans 2013 Custom Culture Initiative

Who: Vans, in partnership with celebrity judges Emma Roberts, Whitney Port, Timo Weiland, Christian Jacobs, and Steve Caballero

Where: The Whitney Museum of American Art, New York

When: June 11, 2013

Emma Roberts for Vans

Emma Roberts for Vans

What: Vans created their Custom Culture Initiative in response to the lack of arts education available to teens. For the past four years, Vans has offered high school students a chance to earn $50,000 toward their high school art program by putting their creativity to the test and designing a pair of custom vans. The winning design is also produced and sold in Van’s retail stores. At the 2013 NYC event, finalists showcased their designs to media, students, celebrities and industry  professionals. The celebrity panel chose Lakeridge High School in Oregon as this year’s winners.

Why: Philanthropy, youth-driven creativity, a dash of on-brand celebrity plus a unique event space make the Custom Culture Initiative a PR Couture Campaign to Love.

Fun Fact:  When I was in high school, I wore a pair of black velvet vans to pieces. I was so in love with these shoes that once I finally admitted to myself that I had worn them down to unwearable and prepared myself to toss them, I first clipped a velvet swatch and stuck it to my bulletin board. #obsessed.

Photo Credit: Aih.

About This Author

Known as the “fashion publicist’s most powerful accessory,” (San Diego Union-Tribune) and the “West Coast ‘It’ girl of fashion PR,” (YFS Magazine) Crosby Noricks put fashion public relations on the digital map when she launched PR Couture in 2006. She is the author of Ready to Launch: The PR Couture Guide to Breaking into Fashion PR, available on Amazon. Crosby spends her time managing PR Couture and mentoring fashion publicists through PRISM and Instappable, as well as the biannual NYC workshop, Fashion PR Confidential. Occasionally, she opens up limited consulting spots for emerging brands through her signature offering, The Brand Elixir.