From cul-de-sacs and nuclear families to boat-sized cars and Jell-O everything, the post-war period in the US ushered in a whole new period in popular culture where manufacturing was still held to the highest standard but an element of style became a major consideration.
Whether to express one’s creativity or rebel against prior movements, now, it wasn’t just dinner it was a dinner party. The architect wasn’t just a designer but an artist. The consumer became the curator. And under these ideal conditions, one of the most important periods in design was born: Mid-Century Modern.
Characterized by an old-world dedication to craftsmanship with a refreshed perspective on aesthetics, MCM had all the structural principles of trends that came before but updated them to fit a new way of life. Beyond some pieces looking wild and impractical, from weird shapes, dramatic angles, and exposed spaces, sure there was some controversy but at its core, this Mid-Century vision started as a moment but grew into a movement still serving as a touchstone for design innovation to this very day.
Perhaps most importantly, whether looking at an Alvar Aalto Stool or an Eichler Home, when someone sees at a piece from this time, no matter how large or small, they get a snapshot of what the designer thought modernity looked like. And as the world changed around it, how MCM has held up over time, maintaining its new-age feel while earning some classic cred, is something any design team can shoot for when building a product whether or not it's comfortable to sit on.
Of course, it’s also the context that time-stamps the MCM movement, set apart by its palette, and signature details, but also unexpected factors like post-war surplus, and its introduction into daily life. From GIs returning home and laborers to students, Mil-Surp became the unofficial "uniform" for a generation that prioritized durability and effortless style.
Although not often associated together, MCM and Mil-Surp came up around the same time and influenced a whole generation by positioning everyday items with a refreshed perspective.
As this was all unfolding, there was one rubber company new to the scene that was revolutionizing things in its own way, manufacturing and selling shoes on-premises, directly to customers. And not long after their first sneaker, known as the Authentic was hot off the presses did a mid-century, mid-top, modern design appear right on its heel. Bringing the rugged design and grippy sole of the OG with ankle support to help take you anywhere, the Chukka was born.
So when the opportunity came to work with Vans' timeless mid-top, we knew we wanted to take things back to the beginning. With a silhouette already brimming with MCM charm, our Mid-Top Modern Chukka Pack combines distinct colors and textural experiences to assure you they're a chip off the teak block. However, when they're fused with rugged details like a mesh tongue, rope laces with metal aglets, and a substantial rubber sole - you get a pack combing the past to create something brand new.
Talent: Drea Kilmore @drearmll & Simone Embrack @simoneembrack
Photographer: Zhamak Fullad @zhamakthecat
Director: Michael B Janey @nottonightmike
Stylist: Lee Christmas
Gaffer: Matthew Yoscary @matthewyoscary
Production Designer: Laila Ibrahim @the.laila99
MU Artist: Sol Rodriguez @solrodriguezx
Production Assist: Emily Walowski @emilywalow
Studio: admilk @drinkadmilk
Location: Prop Haus NYC @prophausnyc
& Bodega
Release Info: Friday. April 14, 2023
Available online at 12pm EST and in-store at both our Boston and Los Angeles locations on a first come, first served basis.
