Since national public health foundation Legacy introduced its first antismoking campaign, Truth, back in 2000, the number of teens picking up the habit has dropped from 23 percent to 9 percent. That’s less than the number of VHS tapes sold in 2013. But, as the latest Truth spot says, the fight isn’t over. That’s why Vans has teamed up with the smoking prevention campaign to launch a limited edition collection of footwear and apparel comprising a Vans shoe, tee and socks, all adorned with a “smoke monster” design.
“Great design and fashion have always been important parts of the Truth brand. The Vans x Truth collection is the logical next step in our partnership with Vans and it helps us get our message out in a way that’s relevant and allows people to participate directly,” says Eric Asche, chief marketing officer at Legacy. “Everyone here at Truth is genuinely excited for our first major retail launch because a collaboration like this allows us to reach an even larger number of people.” Vans President Kevin Bailey agrees: “Our continued partnership with Truth enables Vans to make a difference by encouraging young people to reject tobacco.”
Vans and Truth have a longstanding history of bringing lifesaving messages to teens about tobacco’s negative health consequences, partnering with the Vans Warped Tour for more than a decade, as well as the Vans U.S. Open of Surfing and Vans House Parties. For the past two years, Truth has offered schools a chance to design a skate deck inspired by tobacco facts as part of Vans’ Custom Culture high school art competition. For this project Truth tapped Austin, TX-based graphic designer and lifelong skateboarder Brett Stiles to create a custom “smoke monster” design based on truth fact #240: Big Tobacco’s products kill 113 people from secondhand smoke every day. The collection retails from $10 to $55 and a portion of the proceeds will support Truth’s mission. Go to www.vans.com/truth for more information.
