Event Recap: Vans ComfyCush Global Launch in New York
Vans embraced their history and focus on youth culture with an event last night in Brooklyn, New York. The event transported us back to high school to officially launch the new ComfyCush tech that has transformed the brand’s most iconic and classic silhouette: the Era.
Twinkies and school books in hand, it all started with a locker room visit to put on a pair of Vans' ComfyCush Era, before being taken to history class with icon, Tony Alva. For Tony, 'style is everything' and even at age 12 and 13 he knew what he needed for the extra support and design detail while skating in Santa Monica. The very first iteration of the Era silhouette launched in 1976 following Tony Alva and Stacy Peralta asking Vans for more function in their shoes for skateboarding. Decades later, Tony still has a major part in the evolution of the classic, and has helped Vans provide more comfort — without sacrificing the shoe’s iconic style.
The bell rang, and we headed across the hall, past homeroom, to science class with substitute teachers Vans Global Product Merchandising Manager Matthew Pino and Senior Director of Vans Footwear Design Nate Iott. They broke down each component of ComfyCush, including the tech and molecular considerations needed for the construct.
According to Nate, 'The ComfyCush Era exemplifies how Vans is adapting to the evolving needs of our consumers. With comfort as the goal, the ComfyCush Era employs a one-piece constructed interior including tongue tie-downs for improved fit and feel, added arch support, and a co-moulded construction of foam and rubber to create the perfect combination of cushion and grip for lasting comfort.'
The innovation of the shoe and its build means that the ComfyCush Era has double the foam, compared to the classic Era with only the slightest height difference. It's also lightweight and durable.
Yearbook photos and an afterparty followed, with a marching band and Lil Wayne taking to the stage. The event is set to visit other locations across the globe — including London and Shanghai — in the coming weeks.
The Vans ComfyCush Era is now available worldwide. Buy now.
The full interview with Nate on the design details is coming up. Keep your eyes peeled for Issue 41 of Sneaker Freaker magazine, which also features an interview with Tony Alva.
Pics by Jonathan Mehring and Celina Kenyon.