Semiotic Diagnosis: Converse vs Vans “Off the Wall”

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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 the alternative scene for years to come. (Vans, 2022)

Now we see Converse and Vans as popular streetwear brands, collaborating with a wide range of brands and representing a variety of communities.

Two Ads

 Converses ad is communicating how the brand is keeping up with not only modern fashion but also modern ideals. They have done this by taking a masculine presenting model and styling them androgynously – hoop earrings, cropped shirt, curled hair, loose pants, and a coloured blazer. The model is also of Asian descent, which adheres to the push for diversity in media called for by younger generations and minority groups. Taking elements of both stereotypical femininity and masculinity gives the message that Converse is a shoe for everyone, no matter how they identify.

 The Vans ad has also communicated its brand as being gender neutral by opting to showcase the shoes without a model. They have also communicated their keeping up with modernity by collaborating with the Museum of Contemporary Art. The concept of contemporary art itself is culturally diverse, globally influenced, and technologically advanced (Steinhardt, 2022), therefore Vans is able to communicate that they are also all those things just by collaborating with and promoting MOCA. 

Four Signs

Converse:

Star chain: Denotation is that it is a fashionable piece of jewellery, relating back to the androgyny of the model’s style.

Connotation is how Converse’s logo includes a star, almost ever pair of shows has a star on them, and the style of shoe that popularised the brand in the first place “All Stars”.

Pink: denotation for the colour pink is femininity and “girly”.

Connotation is that is light shades of pink are calming and youthful, tying into the influence young people have on trendy fashion and modern values.

Destructive movements: denotation behind this is that it shows how the shoes are durable and still “sporty” despite being fashionable.

Connotation is the liveliness in the actions are also youthful. The action of moving your body freely goes along with the care-free attitude associated with younger generations.

Eyes: denotation of an eye is an organ that gives you sight.

Connotation is that they are “the gateway to the soul”, someone’s inner self and who they are spiritually, which is often portrayed outwardly through their clothing.

Vans:

Primary Colours: denotation of these colours that they make up every other colour we see.

Connotation of the primary colours is the representation of the elements mind, body, and emotion.

Checker Pattern: denotation is the squares interchanging in colour.

Connotation is with racing flags, suggesting speed and being fast while wearing the shoes. The checker pattern is also reminiscent of “old-school” Vans.  

Polka Dot Pattern: denotation is coloured circles closely spread across a (typically) block coloured background.

Connotation however is very childlike, with many kids’ clothes being covered in spots.

Spotlight: denotation of a spotlight is a single beam of artificial light being used to light a subject.

Connotation here is that it highlights the shoes erratically to tie in with the typically chaotic nature of contemporary art.

Cross-Cultural

Converse and Vans are both global brands operating around the world. Despite this, their communication has stayed consistent on both ends.

“Streetwear” is a popular style across the world and both Converse and Vans are apart of that meaning when looking at the Japanese version of both websites not much has changed, the overall aesthetic and “vibe” is the same, what is different though is what products are being highlighted.

Converse in both countries are highlighting their collaborations. Converse Australia are currently collaborating with fashion label Comme des Garcons, whereas Converse Japan are collaborating with Japanese skateboarder Shinpei Ueno.

Vans in both countries are highlighting the kind of materials used for their shoes. Vans Australia are emphasising their “premium leather” range whereas Vans Japan are showcasing the new “Circle Vee”, a renewable material that reduces waste.

Similarities? Differences?

Who I Like:

I personally prefer Converse. Not only because of the overall aesthetic of the shoes themselves, but also how the brand has actively ensured diversity across their advertising, collaborations, and sponsorships.