The 1970s weren’t about subtlety. It was a decade that flaunted its wild side—bell-bottoms flared, rock riffs screamed, and everywhere you turned, there was a custom van decked out with airbrushed wizards, dragons, and surreal landscapes straight out of a prog-rock fever dream. These rolling canvases weren’t just vehicles; they were mobile statements, symbols of freedom, rebellion, and the ultimate in countercultural cool.
For a few glorious years, the custom van craze ruled the road. Gasoline was cheap, America was restless, and the open highway offered a sense of escape. Custom vans became icons of individualism, party pads on wheels, and homes away from home. Today, even though the craze has faded, its legacy endures, a reminder of a time when daring to be different wasn’t just encouraged—it was celebrated.
The Dawn of the Custom Van Craze
It all started innocently enough. Vans in the 60s were workhorses—practical, functional vehicles for hauling goods, tools, or maybe a pack of rowdy kids. Ford, Dodge, and Chevrolet churned out basic models like the Econoline, G-Series, and Tradesman. Affordable and spacious, they were blank slates just waiting for something extraordinary.
Then came the 70s, a decade desperate to redefine itself after the turbulent 60s. The hippie ethos of freedom and self-expression didn’t die—it evolved. People wanted to hit the road, not just in a figurative sense, but literally. The custom van was born out of that hunger for adventure, individuality, and, let’s be honest, a damn good time.
The beauty of the van was its potential. Its cavernous interior begged to be transformed, while its flat exterior panels became canvases for the wildest imaginations. Artists, mechanics, and dreamers collaborated to create something that transcended mere transportation.
The Look: A Rolling Canvas for Rebellion
A custom van wasn’t just a vehicle; it was a calling card. If you were the kind of person who wanted to blend in, this wasn’t for you. These vans were built to stand out, to scream your personality at every stoplight and parking lot.
Airbrushed Murals
The mural was the pièce de résistance of the custom van. Wizards summoning lightning, fire-breathing dragons, bikini-clad warrior women atop alien landscapes—these weren’t just designs; they were declarations of freedom. If your van didn’t have an epic airbrushed mural, were you even trying?These murals weren’t slapped on by amateurs; they were the work of talented airbrush artists who blended the surreal, the fantastical, and the psychedelic into something uniquely 70s. Every van was a masterpiece, a one-of-a-kind creation that turned heads wherever it roamed.
The Interior: A Shag Carpet Wonderland
The inside of a custom van was where the magic happened—literally, in some cases. Walls were paneled in wood, floors were covered in thick shag carpeting, and the seats? Velvet. Maybe even crushed velvet if you were feeling fancy.Some vans had built-in mini-bars, waterbeds, and full stereo systems, turning them into mobile lounges. Others were stripped down for more practical purposes, outfitted with mattresses and storage for cross-country road trips. Whatever the setup, the goal was the same: comfort, cool, and a little bit of decadence.
Chrome and Pipes
Chrome side pipes, custom wheels, and bubble windows completed the look. These weren’t subtle accents—they were bold, brash, and unapologetically excessive. Custom vans didn’t whisper; they roared.
The Culture: Van Clubs, Van-Ins, and Endless Roads
Owning a custom van wasn’t just about having a sweet ride; it was about joining a community. Van clubs sprang up across the country, with names like “Vantasy Riders” and “Midnight Ramblers.” These groups weren’t just gearheads—they were a subculture, bound by a shared love of the open road and the art of the van.
Van clubs organized “van-ins,” weekend gatherings where hundreds of custom vans would descend on a campsite, parking lot, or fairground. Part car show, part party, these events were Woodstock on wheels. There were contests for the best mural, races, and live music. At night, the vans turned into party hubs, with their doors open, music blasting, and the unmistakable aroma of the 70s wafting through the air.
Van culture wasn’t just a hobby; it was a lifestyle. These weren’t vehicles for people who wanted to clock in and out of the 9-to-5 grind. They were for dreamers, rebels, and anyone who wanted to escape conformity.
The Influence of Pop Culture
The custom van wasn’t just a subculture; it seeped into the mainstream. Hollywood embraced the craze, immortalizing it in films like The Van (1977), where the titular vehicle was as much a character as the people inside it. Even Scooby-Doo’s Mystery Machine, with its psychedelic paint job, owed a debt to the custom van movement.
Music played its part too. Rock ’n’ roll was the soundtrack of the van scene, with bands like Led Zeppelin and Fleetwood Mac providing the perfect accompaniment for long, meandering road trips. The murals often mirrored the fantastical imagery of album covers, creating a seamless fusion of sound and sight.
Why the Craze Faded
By the time the 80s rolled around, the custom van’s glory days were behind it. Several factors contributed to its decline:
The Energy Crisis
The 70s ended with a bang—or rather, a whimper—as the oil crisis hit. Gas prices soared, and suddenly, a tricked-out van with questionable mileage wasn’t as appealing.Changing Tastes
The loud, garish style of the 70s gave way to the sleek, minimalist aesthetic of the 80s. Custom vans, with their bold murals and shag interiors, felt dated in a decade obsessed with modernity.The Rise of the Minivan
Practicality took over. The minivan, with its family-friendly design, became the new king of the road, leaving the custom van to languish in nostalgia.
The Revival: Nostalgia on Wheels
Fast-forward to today, and the custom van is making a comeback. Fueled by nostalgia and a longing for the kind of freedom the 70s represented, a new generation is rediscovering these mobile masterpieces.
Vintage Restorations
Custom van enthusiasts are scouring junkyards and auctions for vintage vans to restore. Social media has given these fans a platform to connect, share tips, and showcase their work, keeping the spirit of the 70s alive.The Van Life Movement
The modern van life movement, while more minimalist, owes a debt to the custom vans of the 70s. Today’s van lifers might favor solar panels over airbrushed dragons, but the core ethos—freedom, mobility, and self-expression—remains the same.Cultural Influence
The aesthetic of custom vans—bold colors, fantastical imagery, and unapologetic cool—continues to inspire everything from fashion to graphic design. Their legacy is alive and well, even if you don’t see them as often on the highway.
Why It Still Matters
The custom van wasn’t just a trend; it was a movement. It represented a time when people weren’t afraid to be different, to embrace excess, and to let their imaginations run wild. In an era when cars feel increasingly homogenized, the custom van stands as a reminder that vehicles can be more than just transportation—they can be art.
For those lucky enough to have experienced the custom van craze firsthand, it’s a piece of history that will always hold a special place in their hearts. And for the rest of us, it’s an inspiration to keep the spirit of the 70s alive: bold, creative, and unapologetically free.
So here’s to the vans of yesterday and the dreamers of today who keep their legacy alive. Long may they roam.