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Vans Customs

Overview
Vans has always believed in personal expression. From the early days when Paul Van Doren would make shoes from any fabric a customer brought into the shop, customization has always been a crucial part of the brand's DNA.

When we set out to reimagine Vans Customs for the digital era, the goal was simple. Give people the ability to create something that feels uniquely theirs and bring it to life in a modern, intuitive, and joyful way.

We built the industry’s first real-time WebGL 3D shoe customizer. What started as a 0-to-1 experiment became a core part of the Vans business and a powerful tool for self-expression for millions of creators.

My Role
I led the concept, creative direction, and product design for Vans Customs. I guided a cross-functional team across UX, design, engineering, and global brand partners. I also worked closely with vendors and technology teams to define the platform vision and bring it to life across multiple product iterations over several years.

The Approach
Vans had a strong history of customization, but the digital experience had not yet lived up to the creative spirit of the brand. We needed to:

• Bring personalization to life in a dynamic, interactive, and modern format
• Make it easy and fun for anyone to create a unique pair
• Introduce powerful creative tools without overwhelming the user
• Bridge brand heritage with digital innovation
• Scale and evolve the experience over time

Key Features
Real-time 3D Customization
The first WebGL 3D shoe customizer in the category, allowing users to rotate, zoom, and design in real time.

Upload Your Own Art
Users could upload photos and artwork to apply directly to shoes, turning personal memories and designs into wearable pieces.

UGC Tools
We enabled users to create and share their designs, building a community around creativity and style.

Checkerfy
A custom tool that transformed images into checkerboard art. This turned everyday photos into patterns unique to Vans and the creator.

Randomizer Mode
An experimental creation tool that generated unexpected combinations and sparked discovery.

Custom Pattern Builder
Users could design repeating prints and build custom patterns directly in the tool.