Subscribe Now


New Vans Flagship in Brooklyn Defines Experiential Retail

Oct. 12th marks the grand opening of The General by Vans, the brand’s most experience-driven flagship to date in Brooklyn’s famed Williamsburg neighborhood (102 N. 6th St.). The 4,750-square foot space is stocked with the Vans’ Classics range, limited-edition Vault collection, Pro Classics, and men’s and women’s apparel and accessories. Customers can also design one-of-a-kind Vans at the in-store Customs Design Studio. In addition, The General features a full selection of hard goods from select skate brands, including Hockey, Spitfire and Antihero.

“The General is a true reflection of our customers and their lifestyle,” states David Theiss, vice president of Direct to Consumer for Vans. “We’ve created the space to be both interactive with our community and a captivating space to engage with our products. From hosting events like art shows and zine fairs to designing a custom pair of Vans, The General is all about experience.”

Inspired by the creative energy of Brooklyn, the space features an elevated minimalist design that fosters interaction with products and experiential elements throughout the store. An installation at the entrance—updated monthly—tells new product stories using a range of methods and materials. This month’s Vault by Vans presentation explores the use of storied Horween leather in the premium collection.


“Every piece of art was carefully selected to reflect both the space and the community,” says Chris Keeffe, original founder and creative director of The General. Keeffe, a former pro skateboarder and prominent figure in the New York streetwear community, partnered with Vans on the brand’s first Manhattan retail space, The Vans DQM General in 2011. “This is more than a store,” he adds, “it’s a home for like-minded individuals who are driving culture forward, whether it’s art or skateboarding, whether they’re local or global.”

The March 2024 Issue

Read Now