Skateboarding takes a decidedly retro vibe with the first in a series of collaborations between Volcom and brand ambassador Georgia May Jagger.
The model, who inked a multiyear deal with Volcom last year, is part of the Kering-owned company’s aim to expand its reach in the women’s business. Executives say the company has already seen success since initially linking with Jagger, including resonating with a broader audience and signing new accounts such as Topshop.
“Georgia has allowed us to reach a much broader audience and a broader consumer but from a very authentic point of view,” said Lyndsey Roach, Volcom’s global head of the women’s business. “She naturally connects to skateboarding, art and music.”
Roach’s hire, along with the deal with Jagger, were among some of the initial strides made under chief executive officer Todd Hymel, who joined the company in late 2015.
An executive dedicated to the growth of women’s paired with a stronger design point of view as told through the lens of Jagger have been key steps taken in 2016, Hymel said.
The 15-piece collection done in collaboration with Jagger and set for launch Wednesday builds off of those initiatives, the ceo said. The collection is athletic-inspired, taking cues from Nineties skateboarding
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