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

June 22, 2009 | 12:58 pm


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. 


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.  


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