(man·i·fes·to : noun \ˌma-nə-ˈfes-(ˌ)tō\: a written statement declaring publicly the intentions, motives, or views of its issuer)
Volcom's annual "Brandifesto" video is meant to give an overview of Volcom as a brand as well as express the ideals of the Volcom family. http://www.volcom.com/brandifesto
Volcom is a modern lifestyle brand that embodies the creative spirit of youth culture. The company was founded on liberation, innovation and experimentation while remaining dedicated to the breakdown of established traditions. Volcom's avant-garde approach to clothing and branding has set it apart in the action sports industry and beyond.
The goal of Volcom is to provide clothing to people who share our passion for art, music, film, skateboarding, surfing, snowboarding and motocross. We are focused on supporting athletes, artists and musicians -- providing a means for creative individuals to come together and collectively express themselves. This collaborative effort results in everything from the ever-growing "Let the Kids Ride Free" contest series to the high-profile "Volcom Fiji Pro" surf competition on down to our in-house independent record label -- Volcom Entertainment.
Volcom's belief that "the only constant is change" defines our willingness to embrace the complexity and diversity that exists in the world and our ability to apply it to our overall creative output. It also speaks of our open-minded approach to business and life in general. This flexible outlook enables Volcom to take on many meanings and stay relevant on many levels.
Founded on a snowboarding trip in the winter of 1991 by Richard Woolcott and Tucker Hall, the Volcom idea would incorporate a major philosophy of the times: "Youth Against Establishment". It was also the first time surfing, skateboarding and snowboarding were brought together under one brand and "America's First Boarding Company" was born. This energy was an enlightened state to support young creative thinking. Volcom was (and still is) a family of people not willing to accept the suppression of the established ways.
Our products (which include streetwear, boardies, denim, swimwear, footwear, accessories and outerwear) incorporate a distinctive mixture of fashion and function combined with quality, comfort and athletic performance. The environmentally conscious V.Co-Logical Series, the rider-collaborative V.Co-Operative Series and the Featured Artist Series are just a few of Volcom's premiere product collections. With designs for men, girls and youth, we create clothing that not only exemplifies our lifestyle, but enhances the ability to live it.