| Vision Street Wear | |
| Type: | Subsidiary |
| Industry: | Textile |
| Predecessors: | --> |
| Successors: | --> |
| Founder: | Brad Dorfman |
| Hq Location Country: | U.S. |
| Area Served: | Worldwide |
| Products: | Skateboard, BMX, clothing |
| Parent: | Authentic Brands Group |
Vision Street Wear is an American clothing, skateboarding and BMX brand. Started in 1976 by Brad Dorfman, the company sponsored early skateboarding greats such as Mark 'Gator' Rogowski, and Mark Gonzales.[1]
Although Vision is mostly known for its skateboards, the brand also commercialises a clothing line that includes t-shirts, hoodies, and shorts.
In 1984 Vision sports released their first pro model skateboard for skater Mark 'Gator' Rogowski designed by Greg Evans.[2] This was followed by a release of a pro model deck for skater Mark Gonzales (1985) and the iconic "Psycho Stick" (1986), both designed by Los Angeles-based artist Andy Takakjian. Soon after, Vision entered into a licensing agreement with SIMS Skateboards, to produce and market the SIMS brand.[3] Gonzales went on to release a few more pro models with Vision before departing to form Blind Skateboards (a play-on-words with Vision) with World Industries.[4]
With a surging popularity of skateboarding in the mid 1980s, Vision Sports launched the 'Vision Street Wear' brand, making clothing, and later shoes, as well as shifting targeting to include the BMX industry.[5] The bold logo was designed by Greg Evans and inspired by the Frankie Goes to Hollywood "FRANKIE SAYS RELAX" t-shirts popular in summer 1984.
The 'Vision' trademark was sold in 2004 to Collective Brands, a subsidiary of Payless ShoeSource.[6] In 2009, the company attempted to relaunch the Vision brand with an exclusive deal through Finish Line.[7]
In 2014, Authentic Brands Group LLC acquired the licensing rights to Vision from Collective Brands.[8]
The Vision Psycho Stick skateboard is featured on the 1987 INXS album Kick.
Christian Slater wears a Vision t-shirt in the 1989 film Gleaming the Cube.
Many of the characters of the 1989 film The Wizard can be seen wearing shirts and other clothing items from Vision Street Wear. Additionally, the main character Corey (played by Fred Savage) is seen carrying a Vision skateboard throughout the film.
A Vision shirt is prominently featured in the 1990 music video for EMF's Unbelievable.
Brazilian drummer Igor Cavalera, formerly of Sepultura, was seen wearing a Vision shirt during the band's performance on Matéria Prima in 1991.