Secure your place at the Digiday Media Buying Summit in Nashville, March 2-4
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
Future of Marketing Briefing: AI’s branding problem is why marketers keep it off the label
The reputational downside is clearer than the branding upside, which makes discretion the safer strategy.
While holdcos build ‘death stars of content,’ indie creative agencies take alternative routes
Indie agencies and the holding company sector were once bound together. The Super Bowl and WPP’s latest remodeling plans show they’re heading in different directions.
How Boll & Branch leverages AI for operational and creative tasks
Boll & Branch first and foremost uses AI to manage workflows across teams.