https://www.forbes.com/sites/stevebaltin/2018/01/03/how-vans-became-the-most-trusted-brand-in-rock/#3a0064e27b03

 How did Vans, which has been a partner of the Warped tour since 1996, become not only the most trusted shoe brand for rockers around the world but likely the most trusted brand in the rock world period?

“Every band I was listening to at the time growing up, Descendents, Black Flag, everyone was wearing Vans; all the skateboarders I looked up to in the ‘80s like Lance Mountain and Steve Caballero, these people were wearing Vans,” Rise Against bassist Joe Principe says.

Converge bassist Nate Newton concurs. “We all grew up with Vans and skateboarding or riding BMX. It’s something we stand behind. All of us wear Vans, so of course, we’d love to play a show for them.”

It’s a simple formula: the company, founded in 1966 by brothers Paul Van Doren and James Van Doren, as well as Gordon C. Lee, focused their efforts on becoming the sneaker for the skateboarding and surfing communities. Once they accomplished that feat, becoming an iconic part of Southern California culture by the late ‘70s and early ‘80s, young musicians who loved skating and surfing saw the shoes on all their heroes.

That was step one. Step two is once they established that credibility they’ve maintained those relationships with an integrity that has impressed even the most uncompromising artists.

“Before we did the shoe with Vans we wanted proof it wasn’t sweatshop made and we got the certification from Vans,” Principe says of their custom-designed Rise Against shoes. “They were super cool to work with and it went hand in hand with our ethics, which is awesome. They’re in it for the right reasons. And as large as a corporation as they are they are still in it for the right reasons.”

The list of bands who have designed their own Vans shoes reads like the best of the Warped tour meets the more recent wing of the Rock And Roll Hall Of Fame. Metallica, Iron Maiden, Motorhead, Circle Jerks, Bad Brains, Bad Religion, Slayer — those are just a few of the metal and rock icons who have lent their name or imaging to Vans.

AUSTIN, TX – MARCH 16: James Supercave performs on stage at the House of Vans during the 2016 SXSW Music, Film + Interactive Festival at Mohawk on March 16, 2016 in Austin, Texas. (Photo by Neilson Barnard/Getty Images for SXSW)

Converge bassist Nate Newton concurs. “We all grew up with Vans and skateboarding or riding BMX. It’s something we stand behind. All of us wear Vans, so of course, we’d love to play a show for them.”

“Before we did the shoe with Vans we wanted proof it wasn’t sweatshop made and we got the certification from Vans,” Principe says of their custom-designed Rise Against shoes. “They were super cool to work with and it went hand in hand with our ethics, which is awesome. They’re in it for the right reasons. And as large as a corporation as they are they are still in it for the right reasons.”