About Volcom

August 21, 2025

Volcom: The Stone That Rolled Through Skate, Surf, and Snow

In the spring of 1991, two friends—Richard Woolcott and Tucker Hall—embarked on a snowboarding trip to Tahoe that would unknowingly spark the birth of one of the most iconic brands in action sports culture. With just $5,000 borrowed from Richard’s father, they launched Volcom from their bedrooms in Newport and Huntington Beach, California. What started as a rebellious idea quickly evolved into a movement. Volcom wasn’t just a clothing company—it was a philosophy, a lifestyle, and a creative force that fused skateboarding, surfing, snowboarding, music, and art under one bold banner.

The Birth of America’s First Boarding Company

Volcom proudly claimed the title of “America’s First Boarding Company,” a nod to its seamless integration of the three major board sports. At a time when skateboarding and snowboarding were still considered fringe activities, Volcom stood as a defiant voice against the establishment. Their slogan, “Youth Against Establishment,” captured the spirit of a generation that refused to conform. The brand’s iconic stone logo became a symbol of freedom, creativity, and counterculture.

Notable Achievements and Cultural Impact

Volcom didn’t just make clothes—they made statements. In 1995, they became the first action sports brand to launch a record label, Volcom Entertainment, further embedding themselves in the music scene. Their campaigns, like “Let the Kids Ride Free,” weren’t just marketing—they were manifestos. Volcom’s commitment to authenticity and artistic expression helped them stand out in a crowded market.

They also broke ground in retail, opening stores across the globe—from Los Angeles to Tokyo, Barcelona to Bali. Their products ranged from edgy graphic tees and rugged denim to high-performance snow gear and surf-ready boardshorts. Volcom’s design philosophy was always rooted in functionality, but never at the expense of style.

A Legacy of Sponsorship and Talent

Volcom has long been known for its deep roster of sponsored athletes across skateboarding, surfing, and snowboarding. Legends like Chet Thomas, the first skateboarder they ever sponsored, helped cement their credibility in the skate world. Over the years, their team has included heavy hitters like Pedro Barros, Milton Martinez, Omar Hassan, and Chima Ferguson in skateboarding; Coco Ho, Noa Deane, and Balaram Stack in surfing; and Bryan Iguchi, Elena Hight, and Marcus Kleveland in snowboarding.

These athletes weren’t just brand ambassadors—they were family. Volcom’s support extended beyond gear and paychecks; it was about nurturing creativity and pushing the boundaries of sport and culture.

Where They Stand Today

Though Volcom faced turbulence in recent years—including the closure of its U.S. retail stores and a Chapter 11 filing by its licensee—the brand is far from finished. In 2019, Volcom was acquired by Authentic Brands Group, a company known for revitalizing iconic names. More recently, Volcom found a new home with The Levy Group, a seasoned player in brand licensing. This partnership promises a fresh chapter for Volcom, with renewed energy and potential collaborations on the horizon.

Today, Volcom continues to produce apparel and gear for the skate, surf, and snow communities. Their focus has shifted toward digital engagement and direct-to-consumer sales, adapting to the changing retail landscape. Despite the challenges, Volcom remains true to its roots—still chasing the thrill, still pushing boundaries, and still living by its mantra: “True to This.”

Whether you're dropping into a halfpipe, paddling out for a wave, or carving through powder, Volcom is there—not just as a brand, but as a badge of passion, rebellion, and creativity.

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