Word: woolcott
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Dates: during 1990-1999
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...about respecting the stone, about being absolutely core. The stone, according to Volcom president Richard Woolcott, 33, "represents the buzz from a good skate session or riding a 10-ft. wave at pipe. The stone represents the euphoric state of riding...
...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...
Down the street from Quiksilver, Woolcott says he is not interested in growing if it means sacrificing any portion of the life-style, which includes taking off 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...
...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...