Word: volcom
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...devotees gather to play. He says in the first month he sold more than $15,000 in shirts and hopes over the next few years to build a line exclusively for gamers. "I would go to a lot of these competitions, and I'd see people wearing Hurley or Volcom," says Walsh. "But those labels are for skaters and snowboarders. There are a lot of people out there who want to represent video gaming...
...their way into skateboarding." Ironic that in the pre-nose-ring generation, Nike invented core. Coreness can reach ridiculous extremes. Almost every Velcro Valley firm has erected a half-pipe skateboard ramp on its premises. "We used to have one right out in the middle of the place," says Volcom's Woolcott, "but skateboards were, like, hitting people at their desks." Bummer...
...whenever he wants on a surfing safari or snowboarding trip. "Getting bigger is totally secondary," he says. "I don't want to put pressure on what we're doing. I don't even think about getting Quiksilver big." Woolcott's office is festooned with Sex Pistols posters and Volcom's mission statement: YOUTH AGAINST THE ESTABLISHMENT...
...demeanor, as venerably core as it is, is somewhat belied by a business degree and a P&G-like devotion to building his brand. 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...
Companies such as Quiksilver, which now trades on the N.Y.S.E., have proved that it's possible to grow up and thrive. Others, such as Mossimo, show that you can grow up and screw up too. For Volcom, the business plan does not go much further than staying core--and respecting that stone. "I'm living the life that I always dreamed of living," says Woolcott. "Nobody's getting rich. Nobody owns a house. But I know that low tide is in about 45 minutes, and I'm gonna go surfing." At 10 a.m. on a Thursday, that's core...