Table of Contents
1.0 Introduction
Passion, Innovation and Creativity: The History of Vass Textiles
Whether you are a sea angler or a carp angler, you will no doubt have come across Vass Waders & Rainwear. This British brand, with its distinctive straps and logos, made quite a splash in the angling world when it came to market back in 2009. But the history of this company that keeps you dry has a far longer and more interesting past.
Vass has a deep heritage in the world of clothing, footwear and materials dating back to the 1950s, and a legacy of excellence in the manufacturing of textiles and footwear.
Chris and Marcus Vass are responsible for the ever-growing selection of products that we see in the angling world. Year on year, their passion, will and innovation have driven the brand to being a first choice when it comes to items like waders and rainwear.
2.0 The Beginning
Their father, Niels Vass, was the founder of the company around 70 years ago. It all started with footwear and quickly progressed to textiles, with his influence being significant in some of the world’s largest fabric mills. His entrepreneurial spirit, creativity and drive led to forays into the world of interior fabrics, opulent interior wall coverings and even yacht decor, forging a reputation that straddled many markets. This approach branched into PPE, and sportswear too.
Demand led to expansion for the brand, with international depots servicing a diverse clientele and a growing customer base. As a brand at the peak of innovation, it chose not to rest on its laurels or stand still; as time passed, it found its expertise with fabrics and materials useful in military applications, as well as commercial sailing, recreational fishing and other sports: Mizuno Sportswear was a leading customer through this exciting period for the company.
The 1990s saw a father-son dialogue which inspired a new period of prosperity and invention for the brand. Chris Vass, who had proved himself in stand-alone ventures during his formative years, persuaded his father to diversify and focus more on the fashion and active/outdoor wear sectors. Chris, having a penchant for style and absorbing knowledge, quickly forged relationships with some of the major players of that era, including Paul Smith, French Connection, Diesel, Levi’s, Mountain Equipment and more.
In the 2000s, Chris and his brother Marcus furthered the brand expansion, moving into durable designer workwear, waterproofs, embroidery and printing. It’s worth noting that many companies focus on their bread and butter and do not experiment or venture much further than that. However, Chris and Marcus were determined to be a truly versatile brand, meeting the needs of an increasingly versatile customer base.
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3.0 Breaking into Sea Angling
In 2009, Vass, as we know it, took its current form, with the brand instantly becoming a hit with both saltwater and freshwater anglers. The reason they rose to prominence so quickly was because of their understanding of materials and willingness to innovate and do things better than just about anyone else in their field.
Anglers were crying out for something more sophisticated and efficient than the vinyl waterproofs of the 1970s and ‘80s. Their simple pledge was to make the very best waders and rainwear in the UK and give sea and carp anglers well-designed clothing that made their lives more comfortable when tackling the elements.
As we all know, Britain has a very variable climate and conditions, with some locations in Scotland and Wales having the highest rainfall in Europe – the sorts of conditions that even test the resolve of our special forces.
Now, you may find this surprising, but some of the more demanding retailers requested that Vass change their distinctive wader straps for something more conservative: plain black. Talking to Chris, he described this as a pretty significant setback, considering the development costs and work that had gone in. However, if you’re going to make it in this world, you have to trust your instincts, and you’re never going to be a major success by copying others or conforming. The decision was to go against the grain, and ultimately, it was anglers who demanded that the major retailers stocked Vass waders, and a flood of orders quickly flowed, rewarding Chris for sticking to his guns.
Specimen and match anglers alike all over the UK recognised that Vass was getting things right, and their waders and rainwear soon became must-have gear. Vass now offer not only waders and rainwear (including breathable) but waterproof rucksacks, bags, boots, footwear, casualwear, headwear and more. Everything has both a technical and design advantage, making Vass a leader in its field.
4.0 Summary
As an angling journalist, I love to hear the story of British brands, to hear an original journey and to know that the people behind angling products are passionate about what they are doing. That is certainly the case here. In a world of faceless corporations, I choose authenticity and family businesses every time. This is a story of dedication, struggle, courage and creativity.
~Chris Kennedy - Sea Angler Magazine~