Musings on the culture of keeping up appearances

All the Rage

Category: Volcom

Surf's Up: PacSun corrals SoCal's biggest action sports brands (and athletes) for a new campaign

Pacsun
Teen retailer PacSun is gathering all its friends for its new ad campaign -- a multimedia campaign that celebrates personal style.

"Dress Irresponsibly” features musicians, artists and some of action sports' most revered athletes -- including Rob Machado, Bucky Lasek, Chris Pfanner, Ryan Dungey, IamOMNI and Jeff McMillan -- wearing getups culled from 12 marquee action sports brands from Southern California. Think Hurley, RVCA, Fox Racing, Volcom, Quiksilver, Roxy, DC, O’Neill, Billabong and Element.

The print ads feature members of PacSun's dream team walking toward the camera, looking tough and purposeful. But capturing action sports athletes in their element requires motion, and director So Me wisely created an action-filled montage set to the Frank Sinatra classic, “Call Me Irresponsible,” for the TV spots.

“This ... campaign is a first for PacSun and for the action sports industry,” said Gary Schoenfeld, PacSun's chief executive. “The juxtaposition of 20 action sports athletes representing the best skate, surf and motocross brands, combined with the unsurpassed style of Frank Sinatra, speaks to the unique sense of style and individuality that is the cornerstone of action sports and our brand.”

Fans of PacSun's grungy gang can check out exclusive behind-the-scenes footage from the campaign shoot on the company's Facebook page. And while there, you can upload a photo that shows off your unique personal style to vie for ongoing rewards both in-store and online.

After all, added Schoenfeld," 'Dress Irresponsibly' is about enjoying life, friends and embracing one’s own sense of style."

-- Emili Vesilind

Photo: A print ad for PacSun's new "Dress Irresponsibly" campaign. Credit: PacSun

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

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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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