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
Zero-click search is changing how small brands show up online — and spend
To appease the AI powers that be, brands are prioritizing things like blogs, brand content and landing pages.
More creators, less money: Creator economy expansion leaves mid-tier creators behind
As brands get pickier and budgets tighten, mid-tier creators are finding fewer deals in the booming influencer economy.
‘Still not a top tier ad platform’: Advertisers on Linda Yaccarino’s departure as CEO of X
Linda Yaccarino — the CEO who was never really in charge.