The brief
As a clothing and footwear brand, Vans wanted to do something unconventional - convince people not to buy new stuff.
The Idea
There’s a very good reason to stop people spending money on new clothes and shoes; In the UK alone, millions of tonnes of well-worn fashion ends up in landfill every year.
To help make clothing more sustainable, we created Wear On and used it as an opportunity to encourage everyone to show their old clothes and shoes some love instead of buying new
When we all Wear On, we unlock a longer life for our clothes and a better future for our planet. Because we believe every scuff or rip tells a story of timeless looks and creativity.
'WEAR ON' CAMPAIGN FILM
Our campaign film and print is a celebration of what makes personal style personal. It was a call to break the cycle of buying more and more, and discover a more authentic way to enjoy fashion. And for those shoes that we simply don’t wear anymore, we created an in-store activation where visitors could donate their old shoes for a chance to literally grab a new pair.
Starting as an idea to get Vans fans to start a new chapter in the story of their old shoes, Wear On became a global movement rolled out in every country where Vans stuff is found - and it continues to grow every year.
