On March 16, 1966, at 704 E. Broadway, in Anaheim, California, brothers Paul Van Doren, James Van Doren, and three other partners opened up their first store. The Van Doren Rubber Company was unique in that it manufactured shoes and sold them directly to the public. On that first morning, 12 customers purchased Vans deck shoes, which are now known as Authentic. The shoes that were made earlier that day were ready for pick-up in the afternoon.The company continued to grow into the 1970s. During this period they also produced wool lined canvas and rubber mukluks under contract to the U.S. Department of Defense and the U.S. Air Force. Skateboarders who liked Vans rugged make-up and sticky sole were seen sporting Vans all over Southern California in the early 1970s. In 1975, the Vans #95, known today as the Era was designed by Tony Alva and Stacy Peralta. With a padded collar and different color combinations the Era became the shoe of choice for a generation of skateboarders due to the non slip bottom making it easier to grip better. In 1966, Vans introduced the #44 shoe, and with the help of skateboarders and BMX riders the Vanr Slip-On became all the rage in Southern California. By the end of the 1970s, Vans had 70 stores in California and sold through dealers both nationally and internationally.