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.
Because a truly talented kid, or otherwise, is hard to find? They go out and find a trust fund junkie and give it more money. Youth engaged in entitlement, that shits core!
what does this do for the value of my VHS copy of Magnaplasm still in mint condition and in the wrapper?!?
true dat…
Kinda like how they cashed in on Barney’s skill and creativity, then couldn’t even give him an “ambassador” role when they dumped him high and dry. Then were sure to flash the volcom logo at the end of their tribute. barf
Now that Volcom has lost its cred. with real surfers.–I think they’re aiming at the Euro yuppie surfer wannabees,–just like Outerknown–for maybe one last Hurrah.
Hurley be the next to go under since they now making 4WDS – but you do get 2 free hats!!
https://uploads.disquscdn.c… https://uploads.disquscdn.c…
anyone who drives that rig deserves to have their boards stolen
This Volcom Bashing is Next Level… Have they refused to Click on the “Advertising” Link at the Bottom of the Page or are you just hoping to Move more Product from the “Shop” Tab at the Top?
Oh darling….. ummmm. Neither! BeachGrit is against Establishment and we are true to this so…. ummmmmm yeah!
So who gets Bruce’s old room in the pipe house? Will Georgia help create high quality beach grit rumours by having close encounters with The Volcom wolfpak, will this lead to the demise of beachgrit as surfing is drawn into high budget mainstream gossip magazines? The mind boggles where surfing will finally reside with its journey into the mainstream corporate funding.
Phrases like “keep it pure” and “sell out” are bullshit. All of you pussies who are crying about the clothing brand that you like not keeping it real think that your rampant consumerism is some kind of cultural revolution. You vapid losers bring nothing to society’s table.
i think its the simultaneous selling out while crying “keeping it real since 91” is what fires people up
My daily visit to Beach Grit just became a Desert Trip. This article feels worse than the sound of my father passing a kidney “Stone”.
The Surfing Industry is a spec of dust on a nat’s ass!! Only in a completely altered universe would Georgia May Jagger be considered a “Super Star”.
This is a parody, right??
“This is a parody, right??” …if you have to ask…
They also signed Noa Deane. Seriously. Worst kept secret in the industry because it doesn’t go into effect until April
What is the “I can barely walk down the beach without falling” call??
I know English beaches are often boulders no sand, but was she walking down the sand and surfing in high heels.
High heel surfing maybe volcom just re- inventing and reinvigorating the sport – brilliant!!
They probably got her for free, kering group and all! I’m not a fan of Noah, but he will be an excellent fit marketing wise! He will shift a lot of merchandise – and in this game that is all that matters!
She looks like Geena Davis, and if there’s one thing ol Cappy Goodtime knows about the kids these days–it’s that they love Geena Davis.
She looks nothing like Geena Davis, who is probably in her fifties and still a million times hotter than that “model”
Well, she sure as hell doesn’t look like Susan Sarandon.
she was hot in Bull Durham
Someone at Volcom has dyslexia and has clearly adopted the new mantra of
“Establishment Against Youth”
what? no upvotes?
the only thing they are “true” to is selling out
Well that hashtag got me a few followers on my boards page and I wanna beat the brakes off jaggers daughter , in the good way, never hit women, unless they ask for it, so its worked out for me #truetopiss
One day my wife will find these comments and I’ll be back in the casino in Jaco throwing paper and yelling like a stock broker ” the el Salvadorian 150$”
Luckily I’m here to delete the truely terrible ones for you. like that Tooth gap one from earlier…
Sorry about that, was more self deprecation, I’d have to be pretty small.
Hhaha tooth gap is where I was gonna go with it too. Too late to the party. Don’t let them hold you back mate.
I was angry and it takes everything in me to say I was wrong but not sorry.
what does that mean, exactly?
True to this would be there new slogan..”this” would be defined as any means to make a buck
i will never support volcom again
this is truly one sad day for the surf industry. i broke my football schmootball vhs from watching it too many times. one of the only companies who embraced the “fuck society” mantra ive related to..youth against establishment, they a uncle sam himself
I loved that movie!! But you still have a VHS?
“Fuck society” people are not typically financially endowed to the point of even owning DVDs, let alone affording high speed internet for streaming.
“Couple good fights… maybe five in one day, one day.” – Kaleo Roberson – Football Schmootball
“Jus anaddah hangova day in beautifol Hawaii”, “No mo’ memrees, all blank” – Random Pordagee braddah staying at the Volcom house
But society is great right?