Hear from execs at The New York Times, Thomson Reuters, Trusted Media Brands and many others
Streetwear and surfwear brand Volcom has teamed with Cone Denim to produce a new line of “performance” jeans using technical fabric that has odor-resistant, water-resistant, anti-tear and extra-stretch properties, in a move that Volcom hopes will save the brand from a fate similar to its contemporaries in the industry.
“It all started with the idea that we needed better performing denim in all elements,” said Brian Richardson, Volcom’s global youth and men’s merchandising director. “People don’t need more basics, they need better quality basics. We’re going to be consistent here, and that’s how we plan to differentiate.”
To read the rest of this story, please visit Glossy.
More in Marketing
Inside Unilever’s AI beauty marketing assembly line — and its implications for agencies
The CPG giant has created an AI-augmented in-house production system. Could it be a template for others?
Procter & Gamble welcomes new CEO, anticipates reduction in staff in the face of an uncertain economy
The conglomerate’s forecast remains modest as uncertain tariffs and consumer sentiment threaten sales growth in the U.S.
How fashion retailer Pacsun’s viral jeans moment on TikTok is part of its bigger bet on creators
Despite expectations for an uncertain second half of the year, Pacsun’s CEO said she doesn’t expect for “large shifts,” in how the company works with creators.