During a snowboarding trip in 1991, two friends Richard Woolcott and Tucker Hall first discovered their passion for the sport. The idea for the brand Volcom emerged from their first experience with the board of fresh snow. In doing so they discovered a new sport for themselves alongside skating and surfing. The problem however was that at the time all three sports were generally looked down upon as ‘sports’. At this point Volcom clothing was still a distant prospect.
From streetwear to sportswearVolcom clothing only exists today and produces many popular items because during that trip the mates decided not to simply let themselves be impressed by the establishment and rather to build their own brand around their three favourite sports. ‘Youth Against Establishment’ became the brand’s slogan and even today it still embodies their attitudes and can be found on Volcom clothing. In the beginning it was not about making money, but Volcom has developed into one the biggest names in the industry and both founders have found great success and popularity within the scene. With Volcom clothing there is solid mixture of lifestyle clothes and sportswear and as such the customer base now extends far beyond the surf and skate worlds. And yet, nevertheless, the brand remains true to its values. Volcom is still able to focus on its origins by means of sponsoring its signed athletes, and as such the brand continues to enjoy growing popularity.