Semiotic Diagnosis: Converse vs Vans “Off the Wall”
!! Background: Converse launched in America 1908 as ‘Converse Rubber Show Company’, specialising in “rubber-soled footwear”, yet in 1915 their focus moved toward creating athletic shoes, introducing the classic Chuck Taylor All Star sneakers made with basketball players in mind around 1921. Jumping forward, the 70s saw the One Star Cons being worn by skaters and by the 80s/90 Chuck Taylors had a cultural shift away from basketball and over to the music scene, arguably most memorable on Nirvana front man Kurt Cobain. (Converse, 2022) Vans opened in America 1966 as ‘The Van Doren Rubber Company’ differentiating themselves by manufacturing their shoes on premises and selling direct to the public. Early 70s skateboarders took a liking to the shoes, sparking the name ‘House of Vans’. The next two decades saw many ups and downs for the company – from filing for bankruptcy protection to offering public stock at $14. In 1995 Vans sponsored the Warped Tour, thus cementing themselves in t...
