Exploring Vans Day of the Dead Initiative in Skate Culture
Intro
Vans, a brand synonymous with skate culture, has taken a bold step by intertwining its identity with cultural heritage through the Day of the Dead initiative. This isn't just about flashy designs—it's a celebration of life, death, and everything in between, resonating with a community that thrives on authenticity and representation.
Día de los Muertos, or Day of the Dead, is a tradition rich in history, notably observed in Mexican culture, where families honor their deceased loved ones. Vans recognizes the influence of this vibrant celebration and how it can connect deeply with the ethos of skateboarding. So, what's at the core of this initiative? Beyond the deck and wheels, there’s a philosophy that respects and appreciates diversity.
In this article, we aim to peel back the layers of Vans Day of the Dead initiative. We will explore the significance of this cultural observance within the global skate community. This exploration will not only highlight the unique design elements of Vans' products inspired by this festival but also delve into how such creative endeavors foster cultural appreciation and representation.
Let's begin by diving into the skill development aspect that ties the spirit of Día de los Muertos with skate culture—if you want to carve your own path on the skateboard, understanding the foundational skills is key.
Prelims to Vans and Cultural Representation
In the realm of skateboarding, Vans has carved out a notable niche that not only highlights its commitment to the sport but also embraces cultural narratives. This section sheds light on how Vans navigates the waters of cultural representation and why it's a fundamental aspect of its identity. By interlacing social heritage with skateboard culture, the brand offers a glimpse into how commercial entities can honor traditions while appealing to a diverse audience. Understanding this fusion helps in appreciating the broader implications of how brands can affect cultural dialogues.
The Origins of Vans
Vans was founded in 1966 by Paul Van Doren and his partners, making a mark in the Southern California skate scene nearly immediately. The brand stood out for its distinctive canvas shoes designed for skateboarding. The initial offerings featured a sticky rubber sole that enhanced grip, a feature embraced by skaters who soon made the brand a staple. Vans transcended footwear—it became an emblem of an entire subculture that valued individuality, creativity, and the spirit of rebellion.
In the early days, Vans focused on providing quality shoes for skateboarders. As skaters manipulated their decks and pushed boundaries, it deepened the relationship between the sport and the brand. As skateboarding evolved, so did Vans, shaping its identity while staying true to its roots. It wasn’t long before the brand began to influence not just skate culture but music and art as well, making its presence felt in various creative landscapes.
Significance of Cultural Representation in Branding
The significance of cultural representation in branding cannot be underestimated, especially in a diverse society. Vans has taken a proactive approach by engaging with various cultural elements that resonate with customers, particularly within the skateboarding community. When brands like Vans incorporate cultural themes, they contribute to a richer narrative that enhances community ties.
- Authenticity: When brands respect and represent cultures authentically, it fosters trust. This authenticity can build stronger relationships with customers who identify with those cultures.
- Inclusivity: Acknowledging a variety of cultural backgrounds encourages inclusivity. It creates an environment where everyone feels represented and welcomed.
- Innovation: Cultural representation often sparks creativity and innovation. By drawing on diverse influences, brands can develop unique products that stand out in a crowded market.
"Cultural representation in branding is not simply about marketing; it’s about creating a powerful narrative that keeps the spirit of communities alive."
Ultimately, the way brands like Vans engage with cultural representation provides valuable lessons in responsibility and respect. As they dive into global cultures—such as Día de los Muertos—they weave a narrative that honors traditions while attracting new fans. This not only elevates the brand but fosters a deeper appreciation for the cultures being represented.
Understanding ía de los Muertos
Día de los Muertos, or the Day of the Dead, is much more than just a festive occasion; it's a vital cultural celebration deeply rooted in Mexican traditions. In the context of Vans' initiatives, understanding this cultural significance is crucial. It's a confluence of honoring ancestors while providing insight into the living's relationship with death. By intertwining skateboarding culture with Día de los Muertos, Vans is encouraging a broader appreciation and understanding of diverse cultural practices.
The Historical Context
Día de los Muertos has its origins in ancient Mesoamerican cultures, particularly the Aztecs, who regarded death as part of a life continuum rather than an end. Each year, families gather to celebrate their deceased loved ones, creating vibrant altars adorned with photographs, flowers, and food offerings. This practice was syncretized during colonization, forming a unique blend of Indigenous and Catholic traditions. It’s celebrated on November 1st and 2nd, coinciding with the Catholic holidays of All Saints' and All Souls' Days. The emphasis on joy rather than sorrow showcases a distinctive cultural attitude towards mortality, fostering community connections and continuity.
To grasp how brands like Vans connect to these rich traditions, it helps to look back at the history and transformations of the holiday through time. It illustrates how cultural practices can evolve while retaining their intrinsic values.
Traditional Practices and Symbols
The essence of Día de los Muertos is captured through its traditional practices and symbols.
- Altars (Ofrendas): These are central to the celebration, designated to welcome spirits back to the living realm. Families beautifully decorate these altars with items like:
- Catrinas: Elegant skeleton figures, often depicted in lavish clothing, represent the idea that death is a part of life, transcending social status. These figures remind us to enjoy life despite its impermanence.
- Sugar Skulls: These colorful decorations serve not only as a festivity element but also signify remembrance, inscribing names on them to honor the deceased.
- Traditional Foods: Dishes such as pan de muerto, a sweet bread, play an essential role in feasts held in remembrance of loved ones.
- Photographs of the deceased
- Their favorite foods and beverages
- Marigold flowers, symbolizing the fragility of life
Through the lens of these practices and symbols, Vans taps into a wellspring of cultural narrative, highlighting the connection between skateboarding and a vibrant history of life and death. Engaging with these themes fosters a greater dialogue not just within the skate community, but across broader society—encouraging respect, understanding, and celebration of diverse cultures.
Vans Day of the Dead Collection Overview
The Vans Day of the Dead initiative stands as a distinguished facet of the brand's commitment to intertwining cultural heritage with the vibrant world of skateboarding. At its core, this collection seeks not just to celebrate an important Mexican tradition; it aims to educate and foster a deeper understanding among skaters and enthusiasts alike. By integrating elements from Día de los Muertos into its apparel and accessories, Vans enhances the conversation around cultural representation, drawing attention to the significance this holiday holds within the community.
Design Elements in the Collection
Color Palettes
The color palettes employed in the Day of the Dead collection are particularly striking, blending rich, earthy tones with vibrant hues. This interplay of colors reflects the essence of the celebration itself, where the juxtaposition of life and death is explored through vivid decorations, flowers, and art. Key characteristics of these palettes include deep oranges, purples, and golds, which symbolize warmth, remembrance, and festivity. Such color selection ensures the collection resonates not only with the aesthetics of skate culture but also invites deeper engagement with the cultural narratives embedded in the designs.
"Colors tell stories, and in this collection, they speak of heritage and respect."
A unique feature of the chosen color schemes is their ability to appeal to a wide audience while remaining true to the spirit of Día de los Muertos. This can be a double-edged sword; while the popularity of such vibrant palettes can draw in new enthusiasts, it also runs the risk of oversimplifying or commercializing a deeply meaningful observance.
Iconography
The collection is rife with iconic symbols associated with Día de los Muertos, such as sugar skulls, marigolds, and intricate designs that reflect traditional celebrations. This use of iconography serves as an essential bridge between the skateboarding culture and the holiday's rich traditions. Each symbol carries its own narrative, often linked to personal stories of loved ones who have passed. Incorporating these elements into the designs lends a layer of authenticity to the collection, ultimately enhancing its appeal.
Furthermore, these designs encourage wearers to engage with cultural stories, acting as conversation starters amid the skateboarding community. This aspect can sometimes become contentious, as some might perceive the use of such imagery as commercial exploitation if not paired with a genuine respect or understanding of their significance.
Cultural Significance
Cultural significance in the Vans Day of the Dead collection transcends mere aesthetic choice; it embodies a respectful homage to a tradition that is central to many Latin American communities. The collection infuses meaningfulness into everyday products, reminding users that cultural integration should be approached thoughtfully. The key characteristic here is the intention behind the designs. By highlighting themes of remembrance and celebration, Vans offers a platform for discussion around cultural appreciation.
An advantage of this focus on cultural significance is the potential to enlighten skaters about traditions they may not be familiar with. Yet, the challenge lies in ensuring that this outreach does not spiral into appropriation. This makes it imperative for brands like Vans to maintain open dialogues with cultural representatives, thus maintaining the integrity of the traditions they celebrate.
Product Range and Availability
The Vans Day of the Dead collection extends beyond simple apparel; it encompasses a comprehensive range that includes footwear, clothing, and accessories, thereby appealing to diverse consumer preferences within the skate community.
Footwear
The footwear component of the collection showcases unique designs that capture the festive spirit of Día de los Muertos. Each pair typically features intricate embroidery and patterns that are deeply inspired by traditional artistry. This makes them not only stylish but also a celebration of culture that patrons can wear with pride. A distinctive aspect is the comfort and durability that Vans shoes are known for, ensuring that skaters can perform at their best while donning these culturally rich designs.
One challenge here is pricing; while many skaters desire to express their cultural appreciation through fashion, not all can afford specialized items like these, which could marginalize portions of the audience.
Apparel
The apparel segment highlights a range of T-shirts, hoodies, and hats that are equally vibrant and meaningful. These items feature striking graphics that tell stories related to Día de los Muertos, often infused with metaphoric representations of life, death, and memory. The key selling point of the apparel is its versatility; skaters can wear these items on the board or casually, promoting cultural awareness in various settings.
Despite this versatility, some criticism can arise regarding the potential for cultural dilution, where the essence of the designs risks being overshadowed by commercial intentions.
Accessories
Accessories round out the collection, offering complementary items like bags and socks that carry the same thematic elements of the apparel and footwear. These smaller items provide an opportunity for skaters to showcase cultural pride in a more subtle manner. The intricate detailing in these accessories also attracts attention from those looking to enhance their skate wardrobe without going overboard.
However, there's a downside—accessories can often be overlooked in favor of more prominent pieces, leading to inconsistent sales, and this can sometimes result in less emphasis on the cultural significance packed into these smaller items.
Community Engagement and Response
In any discussion around brands and their cultural initiatives, the role of community engagement cannot be overstated. This is especially true for Vans’ Day of the Dead initiative, where the fusion of skateboarding and cultural heritage creates a unique platform for expression. By engaging with the community, Vans not only strengthens its brand image but also fosters a sense of belonging and appreciation among skateboarders and the wider audience alike. The reactions from individuals who feel represented and engaged can be powerful catalysts for the positive impact of such initiatives.
Reactions from the Skateboarding Community
The skateboard community, known for its diversity and passion, has responded to Vans’ Day of the Dead initiative with enthusiasm mixed with scrutiny. Skateboarders appreciate the effort to celebrate and integrate cultural significance, seeing it not just as a marketing ploy but as a valid acknowledgment of their roots. Many skaters report feeling a greater connection to the brand because of these culturally rich collaborations.
The reach of this initiative extends beyond traditional marketing. For some, it encapsulates a moment where skateboarding transcends mere sport or hobby, becoming a means to honor culture and heritage. Conversations erupt across platforms like Reddit and Facebook, where people share their thoughts and experiences, applauding the representation while also discussing the nuances of its execution. The enthusiasm is palpable as individuals reflect on how these culturally infused designs resonate with personal stories and histories.
Collaborations with Local Artists
One of the most compelling aspects of Vans’ Day of the Dead initiative is its collaboration with local artisans who are steeped in the cultural traditions associated with Día de los Muertos. These artists bring authentic voices and perspectives into the design process, ensuring that the resulting products are more than just commercial goods—they become a celebration of life and remembrance. Involving local artists also elevates the narrative, as it showcases the beauty of traditional craftsmanship alongside modern skate culture.
Collaborations can result in a fusion of styles, as artists merge their cultural motifs with skateboard aesthetics. This not only enhances the visual appeal but also deepens the cultural dialogue between different communities. Such partnerships illustrate the importance of giving space to voices from within the community, allowing for a richer storytelling experience. They also serve as a reminder that these designs are part of a larger heritage to be honored and appreciated.
Incorporating local artistry into their products, Vans champions authentic cultural representation that resonates with both skate and art communities.
The Role of Brands in Cultural Appreciation
The intersection of branding and cultural appreciation takes on a critical role, especially in a globalized world where identities blend and shift. When brands like Vans engage with cultural symbols and rituals, particularly through initiatives like Día de los Muertos, they do more than just market products; they contribute to an ongoing dialogue about heritage and representation. Within this framework, it becomes essential to explore how brands navigate the delicate balance between drawing inspiration from rich cultures and ensuring they honor those traditions respectfully.
Navigating Cultural Appropriation vs. Appreciation
In the realm of cultural representation, the thin line between appropriation and appreciation often stands out. Cultural appropriation, at its core, refers to adopting elements of a culture, usually by a dominant group, in ways that can alienate or disrespect the originating culture. This often happens when these symbols are used without awareness of their significance or context.
On the flip side, cultural appreciation seeks to engage with another culture genuinely, acknowledging its roots and value. When a brand like Vans collaborates with Día de los Muertos, it's important to consider:
- Consent: Engaging with cultural elements must involve a recognition of the communities those elements belong to. This could mean collaborating with organizers from within the culture or seeking advice before launching products.
- Context: Discerning when and how to use cultural images is pivotal. They should preserve the essence of the symbols rather than sterilizing or commercializing them for profit.
- Education: Brands can take the initiative to educate their consumers about the meaning behind the designs. Thus elevating the conversation around the cultural aspects they are representing.
Indeed, companies need to tread carefully to make sure their efforts don’t wind up diminishing the very culture they seek to celebrate.
The Ethics of Merchandise in Cultural Contexts
Merchandising within specific cultural contexts often raises ethical questions about responsibility and respect. For Vans, the challenge lies not just in creating visually appealing products but also in ensuring that these items resonate with cultural narratives authentically. To achieve this:
- Research: Brands should invest time in understanding the history and cultural significance of the symbols they incorporate. This includes grasping traditional uses and recognizing aspects that hold deep meaning across generations.
- Involvement of Community: Enlisting the voices of artists and cultural bearers can transform a marketing initiative into a collaborative celebration. Projects that promote local creatives ensure a more enriching experience that aligns with community values.
- Transparency: Being upfront about how and why certain designs have come about fosters trust between brands and the communities they represent. This transparency can prevent misunderstandings and perceived exploitation.
"Profit should not come at the expense of cultural dignity; ethical engagement and respect form the foundation for meaningful contributions to heritage."
As skateboarding continues to evolve globally, the relationship between brands and culture will remain evermore significant. Vendors like Vans are at a unique crossroads, where they can either uplift cultural narratives or risk reducing them to mere marketing strategies. This ongoing dialogue on cultural appreciation is essential, not only for the brands involved but also for the communities they represent.
Vans' Contribution to Skate Culture
Vans has carved a remarkable niche in the skateboarding world that merges fashion with functionality, making their contribution to skate culture truly significant. This isn't just a brand; it’s a lifestyle that has woven itself intricately into the fabric of skateboarding history.
Historical Influence on Skateboarding
From its inception, Vans has been synonymous with the evolution of skateboarding. The brand established its roots in California during the 1960s, catering to surfers before it embraced the burgeoning skate scene of the 1970s. One significant milestone occurred in 1976 when they introduced the iconic ["#0014ZO6["["#0090ZO2 ["#0069Z03["["#0065Z02" shoe, which became the footwear of choice for many skateboarders. The waffle sole design was not merely about aesthetics; it was engineered for grip, allowing skaters greater control during tricks.
Vans continued to innovate, launching the iconic Sk8-Hi in the late 1970s. This shoe wasn’t just another sneaker but a symbol of the skate movement. Its high-top design provided necessary ankle support, adapting to the unique needs of skaters.
"The evolution of skate shoes has changed the way skaters perceive performance and style. Vans played a pivotal role in this transformation."
— An Industry Veteran
To this day, Vans’ shoes are not only about performance but also style. The brand understands what resonates with skaters; they keep their finger on the pulse of trends. By collaborating with notable skateboarders, they ensure their products reflect the spirit of the skate culture itself.
Events and Sponsorships
Vans takes its role in skate culture beyond product offerings; it actively engages through events and sponsorships. The brand’s support of competitions such as the Vans Park Series has been monumental. This series emphasizes the importance of skate park development and provides a platform for both amateurs and professionals to shine.
Moreover, Vans is known for hosting community events that celebrate skate culture, often showcasing local talent. These gatherings not only solidify the company’s presence in the skating community but also foster camaraderie among skaters of all ages. For example, in 2022, Vans launched a series of workshops that immersed participants in both skateboarding techniques and the rich history of the culture. These events solidify the connection between participants and the legacy of skateboarding.
In addition, sponsorship of professional skateboarders has solidified Vans’ status as a cornerstone of the skating community. Through partnerships with legends like Tony Hawk and newer names breaking into the scene, Vans showcases the distinctive styles and abilities of skaters, highlighting their impact on the sport. This connection amplifies Vans’ reach and influence, ensuring that it is not just seen as a commercial entity but as an integral part of skate culture itself.
In summary, Vans boasts a unique legacy that balances the heritage of skateboarding with continual innovation. It is a brand that reflects the ambitions and dreams of countless skaters, blending functionality and style, while simultaneously honoring and engaging with the culture it represents.
Exploring Global Influence
In a world that continues to shrink due to globalization, the impact and reach of cultural practices can no longer be confined by borders. Vans' Day of the Dead initiative unveils a deeper, richer dialogue between diverse cultures and the skateboarding community. This fusion is not just about aesthetics; it's a thoughtful intersection of values, history, and art. Understanding these nuances highlights why the conversation around global influence in skate culture is vital.
The Expansion of Skate Culture Worldwide
Skateboarding is not merely a sport; it is a form of expression that transcends cultural boundaries. Streets and skate parks in urban centers around the world have become canvases where individuals—regardless of their background—come together to share their stories. The expansion of skate culture worldwide has been nothing short of impressive, evolving from a niche pastime in California to a global phenomenon. In places like Brazil, Indonesia, and even parts of Europe, skateboarding has taken root, often blending with local customs and traditions.
This growth raises intriguing questions about identity and community. It's essential to recognize:
- Local Adaptations: Each region adopts unique styles and influences, leading to a rich tapestry of skate culture.
- Cultural Exchange: As skaters share their passions, they forge connections that go beyond skating. These interactions often lead to a blend of techniques and even skateboard designs.
- Inclusivity: The skate community embraces diversity. Vans’ incorporation of Día de los Muertos is a prime example, fostering a sense of belonging among skaters from various cultural backgrounds.
As skate parks spring up in cities globally, they become melting pots, pushing the boundaries of creativity and paving the way for cultural appreciation.
Vans as a Global Brand
Vans has established itself as a dominant force in skateboarding and streetwear, but its influence goes well beyond that. The brand embodies a lifestyle that resonates globally, making it a household name. From its iconic checkered slip-ons to its innovative collaborations, Vans continuously shows alignment with cultural movements that matter.
Two key elements bolster Vans' position as a global brand:
- Brand Authenticity: The brand’s commitment to skate culture and the narratives behind it—like Día de los Muertos—adds layers of depth that consumers appreciate. Instead of trying to sell a product, Vans focuses on sharing a story, tapping into raw human experiences, which fosters loyalty among skaters.
- Strategic Collaborations: Partnerships with artists and local communities amplify Vans' voice in various cultures. By collaborating with those who embody the spirit of their local traditions, Vans successfully celebrates these cultures in a way that feels respectful and genuine.
This approach ensures that while Vans grows its market share, it does not lose sight of the values that originally fueled its success.
"Skateboarding is more than a sport; it's a lifestyle and a form of art that allows people from all walks of life to leave their mark on the world."
Future Prospects and Initiatives
The future of Vans' Day of the Dead initiative holds a plethora of promise, molding the interplay between cultural appreciation and skateboard culture in ways that are both exciting and impactful. As global awareness of cultural sensitivity grows, brands like Vans are poised to take bold steps, ensuring they not only celebrate diverse traditions but truly honor them. The focus on upcoming collections and collaborations will be crucial in sustaining this momentum and forging deeper connections with communities that resonate with Día de los Muertos.
Upcoming Collections and Collaborations
Vans is known for its keen sense of style and the ability to resonate with various cultural narratives. Looking ahead, Vans plans to delve deeper into the nuances of Día de los Muertos. Here are some key elements that may characterize upcoming collections:
- Enhanced Design Complexity: Expect intricate patterns and more significant cultural symbols integrated into the footwear and apparel lines. Collaborations with skilled artisans could lead to unique one-of-a-kind pieces.
- Community-Based Initiatives: Vans might seek partnerships with local artists from Hispanic backgrounds, whom can bring authentic perspectives to their designs. Highlighting these artists not only enriches the collection but also adds layers of authenticity.
- Broader Product Range: The next round of collections may extend beyond footwear. Imagine limited edition skateboards, bags, or even art supplies celebrating the spirit of Día de los Muertos, appealing to a broader audience who values both skate culture and cultural heritage.
- Educational Components: Vans could implement storytelling elements explaining the symbolism behind their work directly on product packaging or in marketing campaigns. This educational angle could enrich consumer engagement, fostering a deeper connection with the culture represented.
"By integrating cultural narratives directly into their designs, Vans doesn’t just sell products; they build heartfelt connections that last beyond the purchase."
The Evolving Landscape of Brand Engagement
The dialogue around cultural representation is shifting, with brands needing to adapt quickly to social sensitivities. Vans, through its Day of the Dead initiative, exemplifies this evolution. Here are some significant considerations on brand engagement going forward:
- Social Media Amplification: Brands must utilize platforms like Instagram and TikTok to showcase their initiatives. A campaign celebrating Día de los Muertos could leverage user-generated content, encouraging wearers to share personal stories behind their skateboard journeys and cultural roots.
- Partnerships with Nonprofits: To solidify its commitment, Vans could partner with organizations that support cultural preservation. A portion of proceeds from the Day of the Dead collections could support these nonprofit efforts, fostering goodwill and a sense of purpose within the community.
- Interactive Events: Hosting workshops and events that allow young skaters to create their Day of the Dead-themed art can create a tactile connection to the event and brand. This not just solidifies Vans’ role as a community ally, but also appeals to skaters' creativity and passion.
- Greater Transparency: Consumers are becoming increasingly savvy, demanding to know how their purchases impact the world. Vans’ continued focus on ethical sourcing and transparency in collaborations will be paramount to maintain customer trust.
The future of Vans Day of the Dead initiative isn’t merely a marketing tactic; it’s an integral approach to intertwine cultural reverence with the vibrancy of skate culture. As these prospects unfold, both the brand and its community stand to gain immensely.
Finale: The Legacy of Vans Day of the Dead
In the contemporary landscape of brand collaborations, Vans’ Day of the Dead initiative stands out as a remarkable example of marrying cultural homage with brand identity. This initiative not only highlights the significance of Día de los Muertos but also serves as a bridge connecting diverse skateboarding communities with rich cultural traditions. The essence of this legacy lies in showcasing how a brand can effectively pay tribute to a vibrant heritage while fostering inclusivity within its marketing strategies.
Reflection on Cultural Integration
Cultural integration through initiatives like Vans’ Day of the Dead collection illuminates the power of storytelling in branding. By incorporating traditional elements such as sugar skulls and vibrant color palettes associated with the holiday, Vans provides a platform for enlightening skaters about the significance of these symbols. This goes beyond superficial decoration; it respects and acknowledges the values and history tied to Día de los Muertos.
In recognizing cultural aspects, Vans invites consumers to reflect, engage, and connect on deeper levels. The traditional practices surrounding Día de los Muertos, which emphasize familial bonds and remembrance, resonate strongly with the values often celebrated in skate culture—community, expression, and resilience. There's an innate acknowledgment of shared experiences, crafting an inviting atmosphere not just for skateboarders of Latin descent, but for all enthusiasts who appreciate the beauty of cultural diversity.
The Ongoing Importance of Representation in Skateboarding
The ongoing importance of representation in skateboarding cannot be overstated. As the skateboarding world continues to evolve, the need for diverse narratives that reflect the multifaceted global culture becomes increasingly critical. Vans’ commitment to showcasing significant cultural events like Día de los Muertos paves the way for broader representation that challenges stereotypes and creates space for underrepresented voices.
"Skateboarding is a language without boundaries, and by embracing cultural narratives, it strengthens its own identity as an inclusive sport."
As the skate industry opens its doors wider, initiatives such as this not only serve to honor traditions but also encourage a sense of belonging among skaters from various backgrounds. This progression fosters a richer community, where all skaters can thrive without feeling marginalized. In this context, Vans isn't merely selling products but rather creating a movement that reverberates through the skate scene, impacting lives and inspiring conversations about identity and heritage.
Through these reflections, the lasting impact of the Vans Day of the Dead initiative emphasizes a pivotal shift in how brands can align themselves with cultural narratives. It’s a step forward toward a more cohesive and inclusive skateboarding culture that values representation and celebrates diversity.
