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Home / matt wignall

Volcom’s “Real Life Happening” Campaign Urges Us All To Unplug


Volcom has been on the scene for a minute—24 years to be exact. And while their aesthetic has certainly evolved over the years, the lifestyle brand’s stayed true to its board-sport roots by consistently producing quality apparel, outerwear, footwear, and accessories that not only exemplify the lifestyle, but also enhance our ability to live it.

These days, Volcom’s expanding their legacy with the introduction of their newly redesigned denim collection. Their latest offering is a cleaner approach to timeless style including the new signature style denim, the Form Fit, inspired by the natural fit of well-worn jeans and the manner in which their shape conforms to your body—an elevated approach to their traditional cuts.

To celebrate the launch of the new Volcom Brand Jeans, Volcom also introduced the Real Life Happening campaign which features stunning photography from Alexandra Valenti, Arto Saari, Matt Wignall and Gary Copeland, as well as a short film featuring Run The Jewels and Kurt Vile alongside Volcom’s skate team. The video was shot throughout the United States over the course of 8 months and documents the indie icons and athletes as they “climb through the windows of their consciousness.” This narrative aims to question technology’s interference with the pursuit of an adventurous lifestyle, reminding people to get off their phones and do something.






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