Upon opening, twelve customers purchased Vans deck shoes (now called "Authentic"), similar to those manufactured by Keds but with a thicker sole.

[6] In 1976, Vans began using its "Off The Wall" motto, a slang phrase used by skateboarders while doing tricks in empty pools.

[6] In 1988, Van Doren and Lee sold the company to banking firm McCown De Leeuw & Co. for US$74.4 million.

[8] In 2016, in celebration of its 50th anniversary, Vans released a new logo and launched a campaign to target a wider audience.

Their Huntington Beach skate park's course was modified by BMX riders for the tournament, and was themed after the US Open.

[16] It has remained closed since March 2020, when BMX rider Tyler Kanarr died after sustaining major injuries in the park.

[20] Vans' shoes have often been customized cosmetically by wearers, with many of their painting and drawing patterns being adopted by the company for their official models.

Most notably, the checkerboard pattern, popular in ska and punk culture, was adopted after the company noticed skateboarders drawing it on their shoes.