VANS CELEBRATES MEXICAN AMERICAN DUALITY WITH FABRICA ROSAS

## A Collaboration Born From Cultural Pride Vans has teamed up with Fabrica de Rosas, the Los Angeles-based bicycle studio founded by Jaime "Jimmy" Rosas, on a special Vans Authentic collaboration celebrating Mexican heritage, culture, and pride. The shoe was released on March 1, 2026, marking a significant moment for both brands in honoring Mexican American identity. Fabrica De Rosas is a small bike shop/studio in Los Angeles founded and run by Jimmy Rosas that specializes in custom builds and maintenance. When Jimmy's old shop closed, he found himself in a position where he could meld within one of the many existing shops quite easily, but instead he spent three months in Mexico City discovering more of his culture. During that time, he became motivated to start his own humble shop in Aliso Village, across the Los Angeles River from the Arts District. ## The Art of Hidden Details The shoe was designed to highlight the duality of the Mexican-American experience. From afar, it appears to be a typical Authentic in white with blue accents, but upon closer inspection, there are details that give the project a whole new meaning. This intentional design philosophy mirrors the Instagram post's message about seeing "one story" from a distance while "details reveal more" up close. The white leather uppers are textured to mimic ostrich leather, inspired by the cowboy boots worn by men at Mexican dances, rodeos, concerts, and parties where música norteña is played. This subtle nod to traditional Mexican fashion creates a bridge between contemporary streetwear and cultural heritage. ## Cultural Messages Woven Throughout Fabrica De Rosas branding is printed on the midsoles and embroidered on the tongue in the studio's signature Aztec-inspired font, while the waffle outsoles feature messaging that reads "Entre Más Corriente Más Ambiente." This phrase translates to "The more you have your own style and attitude, the more you can create a good time, like a party." The phrase carries deeper cultural significance within Mexican communities. It represents embracing authenticity and finding joy in being true to oneself, regardless of external perceptions, embodying the message "a reminder to embrace yourself fully and unapologetically" mentioned in the Instagram post. ## Vans' Expanding Cultural Connections Part of Vans' strategy to increase its market share is in the initiatives aimed at strengthening the brand's connection with Mexicans. The inauguration of House of Vans in Mexico City is "a great example of that and we want to do more of these approaches with our consumers in the next two years." Vans has been manufacturing footwear and clothing in Mexico, and at the end of 2020, it established a new relationship with a Mexican partner dedicated to advanced manufacturing. The brand "is happy with the manufacturing capacity developed in Mexico," which is why it is analyzing accelerating the manufacture of its products in the country. ## The Broader Context of Collaboration Vans collaborations bring together partners across art, music, fashion, skate, and beyond. Each collab celebrates shared creativity through unique designs, custom work, elevated materials, or one-time product stories. The Fabrica de Rosas partnership represents more than just a design exercise; it's a cultural statement about identity and belonging. Collaborations with influential artists, musicians, and other brands have further cemented Vans' status in the fashion and lifestyle sectors. Their Off The Wall slogan encapsulates an ethos that transcends mere footwear, embodying a spirit of creativity, individuality, and rebellion. The timing of this release coincides with Vans' continued emphasis on community building and cultural celebration, positioning the brand as more than just a footwear company but as a platform for authentic storytelling and cultural expression.