Volcom fosters offbeat approach through collaborations
Volcom is strengthening its links with alternative culture. For the end of 2016, the label belonging to the Kering group is focusing on two collaborations with decidedly offbeat artists. Volcom's style is rooted in board sports and streetwear, and the label loves a renegade approach.
As a result, Volcom launched a line with skateboarding brand Anti Hero, created in 1995 by Julien Stranger et John Cardiel, who are passionate about skateboarding's freewheeling spirit, rather than its competitive dimension. The line's ambassadors are skaters Grant Taylor and Chris Pfanner, both sponsored by the two labels. The collection consists of t-shirts, sweatshirts, hoodies and jackets, featuring both of the labels' logos, as well as trousers in tough, antibacterial twill fabric, flannel shirts and a range of accessories.
The link between the two brands will be exploited for the spring/summer season too. Volcom has in fact given free rein to Australian artist Antony Lister, a colour virtuoso both in his graffiti work and his more classical pieces.
"Borrowing grimy, coarse painting techniques, typical of 'bad' painting, he blends them with the values and practices of street art, explained Volcom. Lister's work is remindful of the ‘Figuration Libre’ (Free figuration) artistic movement for the gritty, explosive streak contained in his paintings, sketches, installations, music and videos."
In his first collaboration with Volcom, the artist has drawn extensively from his repertoire, featuring his designs on swimming trunks, long and short-sleeved tee-shirts, shirts and jackets.
Copyright © 2024 FashionNetwork.com All rights reserved.
