"We chose to go left when everyone was going right," shares Bill Cruz, founder of Under The Palms and self-proclaimed OG of the Vans sneaker community. Cruz is one of seven individuals to share their story in Vans' latest narrative, Waffleheads, which features the voices, passions and collections from a unique subculture created by Vans fans from around the world.
"Our community of Vans collectors and customizers aren't your typical sneakerheads," said Erwin Federizo, Vans' Global Executive Creative Director. "Unlike many sneaker aficionados, Vans fans don't worry so much about keeping their shoes pristine, encasing their collections behind protected closet shelves — they prefer them worn down to the sole, painted on, passed along and rummaged from flea markets. Their collections showcase a true picture of individual style, fashion sense, and a love for our brand and what it represents: heritage, connection to subcultures, and self-expression."