Olson’s best-known imprint is probably Bianca Chandon. He achieved star status through his segments in skate videos from the likes of Supreme and Nike SB, has featured in a skateboard-themed campaign for Louis Vuitton and, last but not least, is the owner of two of the coolest labels in the scene. Pro skater Alex Olson is a man with fingers in many pies. Couple that with the fact it’s making some of the best shoes in the business and it’s not hard to see why Nike SB is now one of the biggest names in skateboarding. With riders like Paul Rodriguez, Eric Koston and Stefan Janoski on side, the brand had credibility. It was largely thanks to recruiting a handpicked selection of skateboarding’s top names to form its team. Still, as time went on, Nike SB proved itself to be a valuable ally to skateboarding, bringing the sport to a new audience and eventually earning the respect of real skaters around the world. It was never going to be an overnight hit with a group of people whose punk ethos is central to everything they do. Here was a global sports conglomerate turning an outsider pursuit into a money making machine to serve itself. When the Nike SB first emerged in 1997, it was received with disdain by the skateboarding community. It’s perhaps one of the first examples of skatewear going mainstream and when you look at the simplicity, versatility and timeless styling of Vans shoes, it’s not difficult to see why it caught on. Models like the Old Skool, the Authentic and the Sk8 Hi have become nothing short of shoe-rack essentials. After Converse, the label’s canvas sneakers are some of the most popular on the face of the Earth. Today, Vans’s appeal isn’t limited to just skaters.
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