Volcom have recently released episode one of their new series True to This. Episode 1 The Spiritual Intoxication marks a turning point in the evolution of the brand and explores an updated, passionate and forward-thinking vision of it’s future ahead. It builds on it’s 23 year history and demonstrates it’s desire to continue growing with new faces, new achievements and styles.
“Volcom has undergone an extensive transformation over the past several years and our new brand identity is yet another action that compliments and expresses our core values as we start a new chapter,” said Chief Executive Officer Jason Steris. “The goal for us is to build on the foundation of board riding and to deliver a focused global message that will remain unique, authentic and connect with the millennial consumer.” Steris noted that the company’s iconic black and white Stone logo will not change.
In its early years the Volcom ethos claimed freedom from established norms through self-expression in board-sports, art, music and film. The inherent subtext was a message of authenticity and relentless passion that aimed to drive athletes and artists to ever higher levels of all-consuming competition or creativity. This now forms the new foundation for the brand as the generation that formerly embraced an independent anti-establishment sentiment is succeeded by one that is driven to be increasingly connected and determined to build a better future.
“There are finite moments of consciousness that occur when what we are doing at that very moment perfectly aligns with who we are, creating a feeling of exhilaration that is deeply personal,” said Ryan Immegart, Senior Vice President of Global Marketing. “Athletes, artists and musicians experience this momentary idyllic state when all of the training, practice and hard work translate to moments of pure presence and clarity. We call these moments of spiritual intoxication, places in time when one is completely and wholly consumed. This spiritual state is the essence of our `True To This ́ message.”
This film is the first part of a new series of short films that will be released on a monthly basis through December 2014.