Cypress-based Vans has partnered with Disney to create a footwear and apparel collection called Young at Heart. The line debuted June 5.
Disney characters including Mickey Mouse, Minnie Mouse, Donald Duck, Pluto, Goofy and Winnie the Pooh are used in the fabric of lace-up and slip-on Vans as well as shirts, backpacks and socks. Products range in sizes from toddler to adult.
The Young at Heart collection retails from $12 to $75 and is available at Vans retail locations, vans.com/disney and select wholesale accounts.
Vans has come a long way since it was founded in the mid-1960s. In 2004 the company was bought by VF Corp. for about $400 million.
In 10 years, the action-sports brand has gone from about $320 million in revenue to $2 billion, a growth rare in an industry that has seen its share of downfalls in recent years. The latest figures put Vans on top of the food chain for the action-sports industry, surpassing surfwear giants like Quiksilver and Billabong.
Action sports industry analyst Jeff Harbaugh, who has written a column called Market Watch since 1995, said much of Vans’ success has to do with the brand staying relevant.
”The thing they’ve done really, really well is that they have somehow kept the brand cool, not only to old customers, but to new customers as well,” he said. ”That’s part of the secret sauce. Not many businesses have been able to do that in this industry, and they have been able to pull that off.”
Laylan Connelly Perino contributed to this report.