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What is Vans Custom Culture? Custom Culture is a national high school shoe customization contest where schools from all over the United States compete for a chance to win money for their art programs. Registered schools will receive four pairs of blank Vans sneakers to be customized in four themes: Art, Music, Action Sports and Local Flavor. What can you win? The Top Five finalists will be flown to New York City for an exclusive final event where the winner will be selected.