While a dozen or so “famous” streetwear labels and athletic brands suck up all the air in the room, anyone who is deep into the culture knows the young entrepreneurial creatives are where the real energy and excitement is. New Yorker Vell Beck is one of those up and comers to watch, having just launched a set of Vans customized with his shoe strap through his label Chapter 5, also known as C.5.
Of a generation raised almost entirely on the internet, Beck through this launch reveals a skill set for blending together original concepts of art and design and conveying them (he designed his own website) in a way that feels appropriately elusive for his target audience. Maybe not everyone recognizes his and his friends’ designs, though that is actually not viewed as something detrimental but rather the end goal.
Check out our exchange below and for more info on his latest launch visit chapter-5.com.
Snobette: Do you have a specific name for the shoe strap?
Vell Beck: It’s just a shoe strap. It’s not anything crazy. I’ve had the idea for two years and I’m putting it out now. The idea is to enhance the shoe and make the Vans [Old School Pro] a better shoe.
Snobette: Have you patented the idea?
Vell Beck: You cannot patent a buckle on a shoe, but I have proof that I’ve had the idea for three years. The good thing about the internet now is when people copy ideas, they get called out on it.
Snobette: I’ve seen some people wearing the shoe with and without laces.
Vell Beck: My friends are wearing them without laces. I wouldn’t wear them that way, but whatever floats your boat. With these shoes, I was just being myself. I didn’t expect people would go crazy.
Snobette: How does it work? Is the strap separate from the shoe?
Vell Beck: The shoe is sold with the strap. and it’s sewn on. It’s a Vans [Old School] Pro. Depending on how wide your foot is, you can fully adjust it.
Snobette: What’s next for you?
Vell Beck: More colors of the strap plus one that is removable and then my own shoe and eyewear is next.
Snobette: What is your background?
Vell Beck: I was born and raised in Harlem. I went to South Kent prep school and then I came back here, and attended FIT, Parsons, and community college. Then I just decided to go with what my friends were doing and make money off the internet.
Snobette: Since you’re from the City, which borough would you say has the best style?
Vell Beck: By far Manhattan. And by neighborhood, I would have to say the Lower East Side and then SoHo.
Snobette: But what about for hood style between Manhattan, Brooklyn and the Bronx?
Vell Beck: For hood style all of those boroughs are equal.
Snobette: I’m really surprised you didn’t say Harlem.
Vell Beck: Me saying Harlem would be such a Harlem thing to say.
Snobette: Lol, it’s true, Harlemites are known for thinking a lot of themselves and for their flashy style.
Vell Beck: It can just be annoying because it’s all based around what designer label you’re wearing.
Snobette: Where is fashion going?
Vell Beck: It used to be all about designers like Rick Owen and Raf [Simons], but because the internet is saturated, people don’t care anymore and are looking for something that has an identity. Brands are going to have to dig a lot deeper than just throw up a collection and expect people to buy it. For my own future, I don’t think of myself as a designer, I’m more an artist.
