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Paddle against the flow.

VANS asks whether skateboarding can make our cities safer in new European media partnership with Huck.

 

Vans x Huck Present… THIS IS OFF THE WALL

Vans, the iconic skate-inspired footwear and apparel brand, have chosen premium youth culture brand Huck to create original editorial to support their 'Off the Wall' campaign.

This Is Off The Wall, a six-month editorial partnership spread across four seasons, celebrates creative trailblazers from across the worlds of art, skateboarding, music and photography.

The first season, Reclaim The Space, examines the impact of skateboarding across various communities. Through documentary films and original reportage, Huck explores how skate culture can bring people together, and even make our cities safer in the process.

Simon Charlesworth, Brand Marketing Director EMEA at Vans, said: "We are stoked to be working with Huck as they share the same passion for story telling with people and projects that showcase creativity. They are the perfect partner to showcase and extend our brand message ‘OFF THE WALL’

Simon Baker, Managing Director of TCO, the publisher of Huck, said: "For over a decade Huck has championed youth-fuelled sub-cultures. In this partnership with Vans, we will create a definitive series uncovering original perspectives that encourage an “OFF THE WALL” attitude in an audience of 10’s of millions of taste-makers across Europe. At Huck we don't just report on culture, we play an active role in shaping it, and the same can be said of Vans."

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Hidden in a crumbling Athens neighbourhood, Latraac is a skate bowl, art centre and party scene all wrapped into one - and it is helping young Greeks believe in their country again.
 
 

Vans

Vans® , a VF Corporation brand, is the original action sports footwear, apparel and accessories brand. Vans authentic collections are sold globally in more than 75 countries through a network of subsidiaries, distributors and international offices. Vans also owns and operates nearly 600 retail locations around the world. The Vans brand promotes the action sports lifestyle, youth culture and creative self-expression through the support of athletes, musicians and artists and through progressive events and platforms such as the Vans Triple Crown of Surfing® , the Vans U.S. Open of Surfing, Vans Pool Party, Vans Custom Culture, Vans Warped Tour® , and Vans’ cultural hub and international music venue, the House of Vans. Vans, “Off The Wall” Since ’66.

Huck

Described as providing "cutting-edge journalism" (Time magazine) with access to “youth fuelled subcultures from around world” (The New York Times), Huck is a premium youth culture channel, targeting a high-worth millennial audience across the UK, US and over 40 countries. Since 2006 Huck has roamed the globe documenting youth culture as it unfolds. Huck is published by TCO, a premium content creator, who also own and operate Little White Lies movie magazine. Prior to this Vans partnership Huck partnered with VF Corp brand The North Face, on their She Moves Mountains campaign.

 
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Huck champions independent culture: personal stories of people challenging the status quo. We’re interested in the potential of counterculture to forge communities and trigger meaningful social change. Huck is an attitude more than a demographic; it’s about people who make things happen for themselves.
— Andrea Kurland, Huck Editor-in-Chief
Bindi Kaufmann