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
D+ Research: Brands expand creator marketing strategies
Many are partnering with creators to help drive seasonal campaigns, support product launches and, in some cases, even help develop products
Ad Tech Briefing: Google is morphing from media to tech, adland braces for impact
The entity formerly known as DoubleClick remains the runt of the Alphabet litter, while its cloud business continues to go from strength to strength.
OpenAI is already building the org chart of a mature ad business
Two job postings on its careers page suggest OpenAI wants third parties, not just its own sellers, to sell its inventory.