VIA VAI Launches First Men’s Collection, Marks New Chapter

A Step into the Men’s Market

The idea of men’s shoes had been circulating for years. According to owner Ruud Pessers, the question kept coming back — from retailers as well as from people close to the brand. “It became a recurring conversation at our kitchen table,” he says. What started as an idea gradually evolved into a concrete plan, executed only when timing, team and vision aligned.

That timing is no coincidence. The men’s footwear market has shifted: comfort now carries as much weight as aesthetics. Today’s consumer looks for shoes that transition seamlessly from office hours to off-duty moments. It is a space where a brand with decades of expertise in fit, materials and finishing can add something meaningful.

From Women’s Footwear to a Masculine Silhouette

For VIA VAI Men, the team did not simply adapt an existing last. Styling and Product Manager Stefanie Pessers explains that the process started “with a blank canvas.” Market research and the brand’s longstanding experience in fashion formed the foundation, but translating that DNA into men’s footwear required a different technical approach. Construction, pattern distribution and overall aesthetic demand specific expertise.

Still, the brand’s core principles remain intact: attention to detail, high-quality materials and a strong focus on fit. Where the women’s line often plays with more pronounced silhouettes, the men’s collection leans toward neutrality and refinement.

Beyond Fast Fashion

Marketing Manager Marijn Pessers positions VIA VAI Men as more than just a category extension. “It’s an extension of what we stand for as a brand and as a family.” The result is a collection built on timeless design with a contemporary edge, rather than trend-driven statements.

The overall aesthetic can be described in three words: stylish, authentic and refined. Expect clean sneakers with subtle lines, understated color accents and material combinations that strike a balance between sporty and polished.

Key Styles

Within the first drop, three styles stand out. The sporty Zane Dexter features a dynamic silhouette and layered materials. The minimalist Frenkie Aaron takes a different route, offering a clean, low-profile sneaker designed for versatility. Owen Benson sits somewhere in between — streamlined yet slightly more robust in character.

A New Chapter for the Family Business

With the launch of VIA VAI Men, VIA VAI enters a new phase. What began in 1992 as a Dutch women’s footwear brand continues to evolve into a broader lifestyle label. Not a radical shift, but a considered expansion driven by market demand and long-term ambition.

Whether the men’s line will become as established as the women’s collection remains to be seen in the coming seasons. What is clear, however, is that VIA VAI is approaching this move with intention — not as a quick diversification, but as a structural addition to the brand’s future.