Word: bro
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Dates: during 1990-1999
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...little bro! Just checking in from the office to see how you're handling first-year life at Harvard. Not all of us were fortunate enough to go there, you know...
WINNER PARKS. YO, BRO, YOU SHOULDN'T DISS RO/ EVERYBODY KNOW, THAT...
Core is core, bro, as in hard-core. Right now, in the Orange County, Calif., coastal-wear industry, the Volcom stone--a diamond-shape logo sewn onto shirts, shorts and pants--is totally core, commanding huge respect within the genre of attitude-drenched brands that cool 15-year-olds crave. "Whatever they put the stone on is gonna rock out the door," says Joe Luzzia, owner of Identity Board Shop in Buena Vista, Calif. "You can tell they're the next big thing...
...Volcom advertises in all the leading niche sports magazines, and Woolcott further infuses his brand with coreness by sponsoring--for as much as $100,000 a year--alternative-sports stars such as skateboarder Rune Glifberg and snowboarder Terje Haakonsen. As a result, Volcom commands almost universal respect throughout the bro-brah network, as Kwok calls Velcro Valley's web of business connections...
Time of Possession: Bro...