Volcom appoints Jeffrey James "JJ" Gonzales as global men's design director
Volcom has promoted 16-year company veteran JJ Gonzales to global men's design director. Gonzales' legacy at Volcom includes designing the brand's denim as well as traditional action sports pieces like boardshorts.
In his new role, Gonzales will lead the global design team at Volcom. He will also oversee all men's and boys' product.
On Volcom's site, Gonzales said he will approach his new role by "following the brand’s history and heritage." He qualified that statement by saying his design direction for Volcom will also be "constantly evolving and looking forward.”
Volcom CEO Todd Hymel said, “JJ has been a core member of the design team for years, developing and growing our bottoms business."
Gonzales "is a living and breathing embodiment of Volcom’s passion and dedication," and that he looks forward to seeing him bring a "new level of creativity to our brand and product," he added.
Volcom was founded in Orange County in 1991. It was bought out by Parisian luxury group Kering in 2011 for $608 million. While Kering announced its plans to sell the brand earlier this year, Volcom is still a member of the company's Sport and Lifestyle Group.
Volcom's current market-right initiatives include offering an expanded denim line in inclusive sizing for women, and a focus on sustainability and social compliance through accreditation by the Fair Labor Association.
Gonzales' promotion is effective immediately.
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