The Youth Against Establishment stay True to This!
Volcom, as you read right here just last month, has completely gutted its surf and snow programs. Decapitating all but a very few riders and most of the long time management team. Littering the earth with headless bodies. Cutting costs, theoretically. Improving the bottom line, maybe.
Oh sure the dearly departed (Alex Grey, Parker Coffin, Quincy Davis etc.) may not have sold the most boardshorts/swim gear ever but that’s not the fucking point!
The point, I think, is that the brands are built on the backs of those who actually do the thing. Those who live and die seasonal deaths. Kicking back down through the ranks was a way to honor that. And paying people to surf, snow, skate, especially no name kids, represented the essence of a derelict dream. Or it did to me.
Like a populist on his soapbox I railed against the Stone for this grave injustice. This cowardly hit. This destruction of, dare I utter the word, soul!
But, today, I have learned I was wrong!
It has been revealed that Volcom was simply saving pennies to sign a major superstar. A gal so stylish that the floor melts under her feet. A sweetheart who represents what we love to an absolute T. A shred of the highest order.
No it’s not Noa Deane!
Ladies and gentleman, may I present…
Georgia May Jagger!
The daughter of The Rolling Stones’ frontman Mick Jagger and his ex-wife supermodel Jerry Hall is herself a supermodel and now the face of Volcom. Let’s read from Vogue!
Georgia May Jagger might be the quintessential British cool girl, but her style isn’t solely restricted to modish dresses and Chelsea boots. As a newly appointed ambassador for Volcom, the model has found herself incorporating ski, skate, and surf apparel into her everyday wardrobe.
And with the brand’s launch of Simply Solid Swim, a sustainable swim collection that’s made with ECONYL, a fabric spun from recycled fishing nets, she’s working bathing suits into her look, too. “I was wearing the ECONYL swimsuit like a crop top the other day,” she says with a laugh.
Becoming the face of a swimsuit collection isn’t just about posing for the camera, though. After shooting the campaign with a group of Volcom surfers in Hawaii, Jagger was keen to try out the sport herself. With the help of Volcom surfer Coco Ho, Jagger set out on the beaches of San Clemente, California. “I was quite nervous!” Jagger says. “I can sort of barely walk down the beach without falling.” Sea legs not withstanding, it seems the model is something of a natural on the board. “I was quite surprised because I got up the first time. I was like, Oh, my God I’m surfing right now,” she says, laughing. “After that, I was quite addicted. They had to, like, drag me out.”
And I do apologize Volcom for I was very far out of line. Georgia May Jagger, from an iconic and powerful family, represents our passion, our esprit de corps. She is a youth against establishment.
She is true to this.
