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
Reddit has big plans for search ads and a mixed feed as it adjusts to life as a public company
Reddit is now treading the well-worn path of many platforms before it: the quest to gather a large enough user base to attract brands without alienating its core audience.
Marketing Briefing: As the Google antitrust trial wraps, marketers weigh future of paid search ad spend
There is a sense from agency sources that marketers are paying more attention to their paid search efforts this year.
How Campbell’s navigates the burgeoning retail media landscape, even as it creates more walled gardens
Retail media’s growth spurt has made for more closed ecosystems, given there aren’t yet set standards across measurement and ad formats. Those closed networks have become one of the biggest challenges facing brands.