September 1 2014

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1 posts tagged "Volcom"

Volcom Goes Grunge


Given that surf-and-skate brand Volcom launched in 1991, the annus mirabilis for grunge, there’s something appropriate about the fact that the company’s re-focused denim range for Spring ’10 summons memories of slacker-era Seattle. Indeed, at the Volcom store in Los Angeles on Friday evening, as Nylon fêted the new collection, the models clad in shredded jeans, boyfriend shorts, and hacked denim minis looked like extras from Singles—never mind the fact that not one of the mannequins was likely to have been alive the year that Nirvana broke. “The idea is, these are fashion pieces the Volcom girl can layer into her look,” explained the brand’s design director, Carrie Martines, of the tomboy vibe of the clothes. “Two parts punk, one part pretty.” A washed-fleece hoodie shaped like a moto jacket was pretty rad—the washing gave the fabric a leather effect—though anyone who wore acid-wash purple jeans the first time around is likely to give the look a pass this time out. Smells like teen spirit…

Photo: Courtesy of Volcom