How hip-hop helped Vans become a billion-dollar brand

The founder of Vans did not intend on making a skateboarding shoe. But as Southern California youth became more interested in skateboarding, Van Doren's shoe was a perfect fit for their needs. Fast forward to the late 1980s when skateboarding appealed to a new audience. Skateboarders up and down the East Coast carved out and popularized a new skateboarding genre. Those skaters would also bring their style and music into the sport, ultimately carving out a streetwear trend. Here's how the overlap of skateboarding culture and hip-hop changed Vans' consumer base.