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Volcom celebrates women's denim line with a Friday night party

June 22, 2009 | 12:58 pm

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Southern California’s action sports market may boast a billion-dollar apparel business, but it still hangs on the peripheral of the fashion and celeb scene here in L.A. 

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Volcom is setting out to change that, one pair of distressed jeans at a time.

The Costa Mesa-based company, rooted in skateboarding, celebrated the surprisingly fashion-forward, women’s fall '09 denim collection with a party at its La Brea store Friday night. Models styled by Nylon magazine’s accessories director Dani Stahl descended down a steep staircase looking part '50s beatnik, part ghetto-fab: Think beaten-up Chucks, 2-inch spike rings and half a head of cornrows topped with a pork pie hat.

Taking cues from premium and high-end lines, Volcom’s fall collection has heavily distressed skinny jeans, worn in cuffed shorts, bleached-out denim jackets and micro-miniskirts but with a price that mostly falls under $100.  


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So in case you were saving your pennies for the $2,000 Balmain jeans, look in your own backyard, because the skate industry has more to offer than graphic T-shirts and puffy sneakers.

Volcom’s fall denim is available now at Volcom on La Brea Avenue.

-- Melissa Magsaysay


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Photos: Looks from Volcom's fall '09 denim collection. Credit: Ryan Boyes

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