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BestBlogAbout caught up with VA Garments co-founder Alan Adewale for a quick interview. We chopped it up for a minute on the brands amazing journey so far in the streetwear scene.
Who are VA Garments? Tell us about your background and how long the brand has been going for?
AA: Founded by Vidal Rollings and Alan Adewale, London-based imprint VA has long been tearing down the traditional streetwear mould.
Born in 2009 with an aim to empower men and women through British culture, by quite literally being bold and never fearing to standout from the crowd, the brand has continuously delivered a long line of unrivalled menswear staples which bring a fresh, innovative eye to the UK streetwear scene.
Why did you come up with the idea to launch a sneaker line, given the domination of the traditional brands in that space?
AA: VA started in 2009 and the aim was to break away from the stereotypical urban trends affiliated amongst our common society, with both of us growing up in the South/South East of London, our main aim was to produce a brand, that could change perceptions and break barriers of what a modern youth culture, specifically young black youths, felt were socially accepted.
It’s our uninspiring backgrounds, surroundings and pessimistic attitudes we’re faced with, that spurred us on to create VA and create an impact on urban fashion. VA is characteristically recognised for its creative design, built up of block, and geometric shapes, juxtaposing primary and secondary colour combinations. Worn by Wizkid, Ed Sheeran, Burna Boy, Trey Songz, Tyga and many more.
After a short hiatus following the COVID-19 pandemic, VA Garments now combines its signature block and textured designs to present a brand new project: the V373 sneaker.
Inspired by geometric artists such as El Lissitzky, Kazimir Malevich, François Morellet, Georgia Nassikas, Hetty Haxworth and Liat Elbling, the crep collection hones in on the brand’s passion for music and streetwear to bring to life a series of monochromatic silhouettes that are made from 100% leather and feature Piqué fabric linings, canvas VA printed insoles and a patterned base.
Which brand(s) have influenced VA Garments the most?
AA: None
“Witnessing the brand coming to life and gaining popularity was incredibly fulfilling… Embracing it was exhilarating, although at times, it required adjusting to the pace and scale of the success.”
Alan Adewale
What are your unique selling points (USPs) ?
AA: Our unique selling points lie in the fusion of style, comfort, and sustainability. Our attention to detail in crafting comfortable shoes that also contribute positively to the environment sets us apart. Additionally, our commitment to innovation and staying ahead in design trends is a defining factor for our brand. Our geometric shapes, juxtaposing primary and secondary colour combinations, with detailed attention paid to the experimental and unique cut and construction of every design
Describe the manufacturing process. What qualities are you looking to produce for a shoe that you manufacture?
AA: The manufacturing process for shoes involves several steps like design, pattern making, cutting, stitching, assembly, and quality control. The qualities sought after can vary but often include durability, comfort, style, and functionality, depending on the intended use of the shoe. Materials used, construction methods, and attention to detail greatly influence these qualities.
How did it feel when your brand came to life and you started seeing it grow in popularity, was it easy to embrace or slightly overwhelming?
AA: Witnessing the brand coming to life and gaining popularity was incredibly fulfilling. It was a mix of excitement and a bit overwhelming, navigating the growth and ensuring the brand maintained its values while meeting the increasing demands. Embracing it was exhilarating, although at times, it required adjusting to the pace and scale of the success.
What is your vision for your sneaker brand?
AA: The vision for the brand revolves around creating innovative, stylish, and sustainable footwear that seamlessly blends fashion with functionality. We aim to be a leader in cutting-edge design, incorporating eco-friendly while prioritising comfort and performance for our customers. The goal is to continuously push boundaries in the sneaker industry while promoting ethical practices and environmental consciousness.
Who are your target audience?
AA: VA appeals to teenagers, young adults professionals, fashion conscious individuals and people who just desire the latest fashion styles.
Aside from sneakers, are there any plans to create other garments?
AA: We plan to go back to creating men’s and women collection in the near future, but at this moment of time, we are firmly trying to dictate the play in the footwear industry.
What is your approach to design and innovation?
AA: Our approach to design and innovation is rooted in a dual commitment: marrying aesthetic appeal with functionality and integrating sustainable practices. We prioritise understanding customer needs, trends, and emerging technologies to create shoes that not only look great but also perform exceptionally well.
Constant research, experimentation with materials, and embracing innovative manufacturing techniques drive our quest to push the boundaries of what’s possible in shoe design while remaining eco-conscious.
How does your brand engage with the community?
AA: The brand believes in active community engagement through various initiatives. We participate in local events, sponsor programs supporting education and collaborate with artists or organisations to foster creativity and awareness.
Do you have a retail outlet?
AA: Not at the moment, but we are in talks with several international stores -mainly Sweden
How do you plan to market and promote your brand in 2024?
In 2024, our marketing strategy focuses on a multi-faceted approach. This includes leveraging social media platforms for interactive campaigns, collaborating with influencers aligned with our values We also aim to expand our presence in sustainable fashion forums and partner with retailers who resonate with our brand ethos to reach wider audiences.
What is the biggest lesson you have learned since launching the brand?
AA: Simple – It has been the power of listening to our customers. Understanding their needs, preferences, and feedback has been instrumental in shaping our products and brand direction. It’s taught us the value of building strong relationships and continuously evolving to meet their expectations.
Which brand would you love to collaborate with?
AA: We have collaborated with the lights of G-Shock Casio, Barclays bank and Fuse ODG in the past. But now any UK brands we are willing to as we feel just like the music scene, the fashion scene also needs to come together.
What excites you most about the future of VA?
AA: What excites me most about the future of VA is the potential for continued innovation. The possibilities to further integrate sustainability, ensuring we stay at the forefront of the industry, truly excites us. Additionally, the prospect of expanding our community involvement and making a larger positive impact fuels my excitement for what lies ahead.
