VOLCOM STONE AND THE BIRTH OF THE LEGENDARY BRAND

Volcom Stone is a brand unlike any other; from the very beginning, it has built an exclusive circle of exceptionally talented skaters, surfers, and snowboarders around itself. The brand was created and founded in California in 1991 by Richard “Wooly” Woolcott and Tucker “T-Dawg” Hall.

These two longtime friends were both passionate about action sports, and one day they set off together on a snowboarding trip. During that journey, the two friends designed and created one of the most beautiful logos streetwear has ever seen.

The trip also included the two founders of the Volcom brand, Nathan Fletcher and Mark Gabriel.

The four friends had a blast because the snow wouldn’t stop falling for days, and during that time, Richard called his old job to let them know he wouldn’t be coming back.

Those days were magical, and the group of friends had never experienced anything so intense in fresh powder.

The snow fell relentlessly, and for over a week, every morning when they woke up, they found at least 60 cm of fresh powder.

“WOOLY” AND “T-DAWG,” THE TWO BRAND FOUNDERS

After days spent snowboarding and having fun, the two nonconformist American guys decided it was time to create something new; the idea of launching a brand was very strong and real for the two friends.

After returning home from the trip, Richard quit his job to go snowboarding again, and at the same time, the projects moved forward; the two friends were increasingly convinced they would soon achieve something great.

The following spring, the two began taking steps to launch the brand that would revolutionize the world of skateboarding, snowboarding, and surfing, and in no time, they came up with the brand name.

Shortly thereafter, the logo was created, featuring a two-tone black-and-white diamond, and at that moment, Volcom Stone came to life and began taking its first steps toward global success.

VOLCOM STONE CALIFORNIA AND THE FIRST STEPS

The two friends’ idea was to create a brand that brought skateboarding, snowboarding, and surfing together under one roof. At the time, this was no easy feat, as the United States was in the midst of a recession with the Gulf War raging.

Furthermore, in the city of Los Angeles, there were frequent clashes between protesters, and the climate was not the most favorable for starting a business.

The two did not give up and believed that a major change would come soon.

Richard’s father provided a sum of 5,000 euros to kickstart the extraordinary adventure of the two young men, who had no intention of abandoning the project.

Volcom’s philosophy has always been rebellious and countercultural. The company’s motto has always been “Youth Against the Establishment.”

The group of young people surrounding the brand’s two founders consisted of famous and very hardcore riders; inevitably, Volcom was born with a creative and unique spirit that would allow the brand to take the world by storm in the years to come.

Volcom has never compromised with anyone and has always remained original and unique over time, despite major changes in the world of board sports.

YOUTH AGAINST THE ESTABLISHMENT

Volcom has always maintained a rebellious, anti-establishment philosophy; the brand still retains its original style today and has never bowed to or sold out to any global major.

Skaters, snowboarders, and surfers finally united under a single brand that, as it grew over the years, generated increasing hype.

The first Volcom stickers were given only to the pros who rode for the brand, and the products were few and exclusive—this caused interest in the brand to skyrocket virally.

The first professional skater sponsored by Volcom was Chet Thomas, who was among the best skaters on the planet at the time. The brand also created a music label called “Volcom Entertainment,” blending music with surf, skate, and snow.

After the 1990s, the Californian brand—already famous worldwide—was poised to become even bigger and more extraordinarily core, and everyone around the world wanted Volcom apparel. Snowboarding, skateboarding, and surfing were united under a brand that brought all three sports together. The first Volcom flagship store opened in Los Angeles in November 2002.

Within a short time, the brand opened stores in various parts of the world, such as Hossegor, Paris, Bali, London, Tokyo, Lisbon, Stuttgart, and many other cities where the brand was in high demand at the start of the century.

SKATEBOARDING SNOWBOARDING 100%

In skateboarding, Volcom is an undisputed leader, and the brand has always had the best riders and pros riding for them. Today, the team is very large and consists of icons of the global skateboarding scene.

Axel Crusher, Alec Majerus, Victor Pellegrin, Omar Hassan, Collin Provost, Louie Lopez, Simon Bannerot, Gavin Bottger, and many others who have carried the brand’s name for years.

The brand offers a special line of skateboarding apparel that includes items such as pants, T-shirts, and sweatshirts designed specifically for skateboarding.

The clothing line dedicated to Louie Lopez consists of items made specifically for skateboarding, plain and simple. Recently, Lopez left Volcom after many years as a sponsored rider.

Volcom doesn’t follow trends—it sets them—and you can find everything you need by checking out the brand’s collections, from baggy pants to skinny jeans and every imaginable type of garment.

Volcom creates every style to perfection and adapts it for skateboarding, snowboarding, and streetwear.

VOLCOM GOES PUBLIC AND ACHIEVES GLOBAL SUCCESS

By the early 2000s, the company’s success was so great that it was already worth many millions of dollars. In 2005, the company adopted the name Volcom Inc. and went public for the first time.

Subsequently, in 2008, Volcom was acquired by the Electric Visual Evolution LLC group and consolidated its position as a market-leading brand.

Volcom Stone shares were in high demand in 2013, and within a few years, the brand reached a valuation of over 600 million euros.

Today, Volcom Stone is owned and sold by the Kering group. During those years, the brand was also named “Brand of the Year,” and in short, the California-based brand that started from scratch had reached the top of the world in no time.

Volcom has always had a soft spot for music, art, fashion, and the wildest designs; music has always been an integral part of the brand, and the music world was enthusiastic about the brand.

Many American pop stars, models, and designers served as brand ambassadors, including Billy Edwards, Natalie Suarez, Jennifer Herrema, Elle Green, Stephanie Cherry, and others.

In the past, Volcom created a fantastic blog where artists could freely share their experiences and work, as the brand has always been a haven for pure imagination and originality.

VOLCOM STONE SURF: THE ECO-SUSTAINABLE, ENVIRONMENTALLY FRIENDLY BRAND

In surfing, Volcom has been the leader for years; for over two consecutive decades, the brand has set the trend in surfing and many other extreme sports, and Volcom’s extreme approach to surfing is unique.

The brand supports highly recycled materials and has always fought to ensure that textile waste is minimized.

The use of recycled and eco-sustainable fibers has boosted global interest in the brand, which still donates a significant percentage of its sales today to combat drastic and unstoppable climate change and, above all, to keep our beloved seas clean.

The brand has created a special line of surfwear and apparel called the “V.co-logical series”; this line, in addition to being very stylish and 100% recycled, donates 1% to the protection of our planet.

PLEASURES MILANO HAS BEEN VOLCOM FROM DAY ONE

Our skate shop, founded in 1999, has always been a Volcom retailer. From the very beginning, the diamond logo has been featured in our store, and “Volcom” hoodies were top sellers and in high demand for their original designs and unique cuts.

A Volcom hoodie was always a best seller during that era.

Volcom snow pants, with their original cut, made history; in just a few years, the brand earned its status as a style leader in snowboarding. While all other commercial brands were stagnating, Volcom was always light-years ahead of them.

The style a Volcom jacket gives you once you put it on is unique, and its fit is precise and comfortable in every situation.

The brand created by Woolcott and Tucker dressed you from head to toe. In our store, we’ve always carried the best the brand had to offer, from T-shirts and sweatshirts to pants and jackets. Volcom apparel is still in high demand and sells just as well as it did 20 years ago.

Pleasures is a leader in snowboarding in Milan, and Volcom has always had a place with us when it comes to snowboarding.

The brand has introduced an original and unique style to mountain wear; the colors and cuts of its snowboard jackets have always been highly original and well-finished. Freeride.

Volcom Snowboard has always sponsored events around the world because snowboarding is Volcom and Volcom is snowboarding.

VOLCOM MILAN STORE PLEASURES 

Shop our online store—we select the best of the collections for you. In our online shop, you’ll find the best selection of surf, skate, and snow gear from the Californian brand. If you want to stay informed about the brand and its team.

Pleasures Milano has supported the brand from the very beginning—and vice versa—and we’re proud to have never stopped promoting Volcom, a brand that has always remained authentic and true to itself, even as it became a famous, mass-market brand.

The brand embodies the spirit of coming together and riding every kind of board, and it represents the past, present, and future of the world of streetwear, skateboarding, snowboarding, and surfing.

If you have any issues or questions about your purchase, don’t hesitate to contact our customer service; we ship your package quickly within 24 hours throughout Italy.