VOLCOM UNVEILS ‘REAL LIFE HAPPENING’ CAMPAIGN
Volcom was founded in 1991 on the belief that there is a higher level of consciousness to be found within one’s self through the internal and external journeys that board-sports, music, art and film provide. The company prides itself on making quality apparel, outerwear, footwear and accessories that not only exemplify the lifestyle, but also enhance the ability to live it. By being the first to combine surfing, skating and snowboarding under one brand from inception a new future was forged and a generation of liberation was born.
Their latest campaign, entitled ‘Real Life Happening,” questions modern technology’s interference with living an adventurous life. The inspiration for the campaign was inspired by Volcom’s newly redesigned denim collection, which embodies the ‘True To This’ movement. With a cleaner approach to timeless style, Volcom Brand Jeans are made for the pursuit of a Real Life Happening, featuring streamlined utility, high quality materials and several new functional characteristics inspired by two decades of life on the road.
In celebration of the ‘Real Life Happening’ campaign Volcom produced a video that was shot throughout the United States over the course of 8 months, featuring indie-legends Run The Jewels and Kurt Vile alongside Volcom’s world- renowned skate team as they ‘climb through the windows of their consciousness’. Through this video, Volcom presents a clear vision of ‘Real Life Happening’ and it’s effort to remind people to get off their phones and do something.
“To highlight this momentous occasion we wanted to create a video that captures the life we live but present it in a way that embodies the sometimes disorienting, modern social-savvy and screen-hungry world we’re immersed in”, explains Mike Aho, Volcom Global Creative Director. “We really want to reflect upon the way people communicate today and examine how that affects the act of living life.”
I love the concept behind this campaign and I think the video depicts their ethos perfectly. “Volcom was built on the idea of getting out there and doing something,” says Ryan Immegart, Volcom EVP of Global Marketing, “to inspire people to go skate, make a record, paint a picture, anything that contributes to the creative energy in the world and participation in making ‘Real Life’ happen.”
Volcom continues to expand its legacy with the introduction of a new signature style denim, the Form Fit, inspired by the natural fit of well-worn jeans and the manner in which their shape conforms to your body. The naturally contoured shape in pattern was created to emulate functional form and enhance overall performance. The Form Fit is available in both the Vorta and Solver styles.
Volcom skate team rider Dustin Dollin sums it up best, “Volcom jeans fit right, they look good and they stand up to the abuse, what more could you ask for?”.