G: Tell us about your business.
Volcom is a lifestyle brand that embodies the creative spirit of youth culture. The company was founded on the principles of liberation, innovation and experimentation, and this is uniquely expressed in premium quality clothing, accessories, sunglasses, goggles, music and film and other related products under the Volcom and Electric brand names.
G: What were the most memorable experiences while developing your business/brand?
From a UK point of view, either filling the Roundhouse in Camden on the Volcom Tour 2010 with 3000 people getting involved to see Valient Thorr and Mastodon blow minds or having hundreds of kids show at skate stores across the UK to have Geoff Rowley hand print a unique free tee shirt for each and every one of them. Beyond that, it’s the little things – spotting someone on the street in a pair of Volcom Brand Jeans, knowing they have spent their own money on something you have believed in leaves you with a nice feeling.
G: Why did you choose Shoreditch for your new store? Why did you choose Boxpark?
“BOXPARK’s concept is a really great opportunity for Volcom to showcase and test specific product lines, like Posso for the girls and Premium for men,” said Le Guennec. “Every month or so we’ll change things up, bring in new product and continue to drive traffic to our store.”
G: How your company/brand is planning to win over the hearts and minds of local community?
Our Volcom stores regularly host events with athletes, Volcom featured artists and musicians exposing them to the Volcom lifestyle. We have bands coming through playing at local venues, The design and layout of the stores, which include an assortment of our apparel, art presentations, a music listening station with Volcom Entertainment titles and a Veeco Production section with all of our film titles, exemplifies our philosophy of change and our relationship with youth culture.
G: What do you think will be the other challenges developing the business in Shoreditch and how are you planning to overcome them?
We can offer an experience you won’t find in regular high streets up and down the UK and hopefully the thought of getting hold of something a little more unique will entice people into our little container! To keep things afresh, we will be having regular product drops of new goodies every few weeks.
G: Who/what are your favorite CEOs/Businesses in Shoreditch?
Both bagel shops are an obvious standout. First choice depends – but I’m sure that will be argued for as long as those stores exist. For a drink after work, there is always good stuff going on upstairs at the Old Blue Last.
G: What does the future has in store for your brand?
Music has always in the the brand’s DNA , so we are pushing our Volcom Entertainment label by releasing records and signing new bands on a regular basis as well as promoting our band’s gigs and tours. Entertainment label by releasing records and signing new bands on a regular base as well as promoting our band’s gigs and tours.We are expanding our men’s and women’s Volcomunity line wich is a more premium product that offers refined designs, attention to detail and a higher quality standard in fabrication and finishing. This line is designed by various Volcom communities around the world and may feature collaborations with athletes or ambassadors of the brand.
