Vanshead Indonesia Community is a Vans sneaker enthusiast community that became a place for those who love Vans sneaker that has strong values from skateboarding subculture. Their strong affinity was not only shown in their offline gathering but also in one of the famous online platforms, Instagram. Thus, this research was conducted to find out how its members express and negotiate the values of Vans sneaker in their Instagram accounts as their digital self- representation.
This research used digital etnography approach and also semiotic in the collecting and also in the process of analyzing data. In the finding of observation and participation this research used the Greet Hofstede’s Cultural Dimensions theory and Edward T. Hall’s High and Low Context Cultures theory to see how they negotiated the “Off The Wall” or Vans’ values in their Instagram accounts.
Through some features of Instagram such as photograpah, hashtag, people tag, location tag and caption, this research found that Vanshead Indonesia members tended to express two values of Vans, Individualism and non-comformity in their Instagram posts that are related to the Vans shoes. They developed those values by showing their individual creativity and self-expression, yet they still negotiated those values by obeying the practices and values of their main culture as Indonesian, especially in the formal context of events or situations.

Keywords: sneakers, vans, instagram, cultural dimensions, high and low context cultures