The Establishment stays True to This!
Volcom, as you read right here just days ago, has quietly spent the last two months gutting its snow program. Decapitating all but a very few riders and most of the long time management team. Littering the earth with headless bodies. Cutting costs, theoretically. Improving the bottom line, maybe.
Oh sure the names of the dearly departed (Dan Brisse, Gabe Ferguson, Christy Prior, Chandler Hunt and Brock Crouch) may not well-known but that’s not the point. That’s not the fucking point!
The point, I think, is that the brands are built on the backs of those who actually do the thing. Those who live and die seasonal deaths. Kicking back down through the ranks was a way to honor that. And paying people to ride, especially no name kids, represented the essence of a derelict dream. Or it did to me.
Like a populist on his soapbox I railed against the Stone for this grave injustice. This cowardly hit. This destruction of, dare I utter the word, soul!
But, today, I have learned I was wrong!
It has been revealed that Volcom was simply saving pennies to sign a major superstar. A woman who represents what we love to an absolute T. A shred of the highest order.
Ladies and gentleman, may I present…
Georgia May Jagger!
The daughter of The Rolling Stones’ frontman Mick Jagger and his ex-wife supermodel Jerry Hall is herself a supermodel and now the face of Volcom. Let’s read from Vogue!
Georgia May Jagger might be the quintessential British cool girl, but her style isn’t solely restricted to modish dresses and Chelsea boots. As a newly appointed ambassador for Volcom, the model has found herself incorporating ski, skate, and surf apparel into her everyday wardrobe.
Hell yes! ski apparel in her everyday wardrobe! Everyday! And I do apologize Volcom for I was very far out of line. Georgia May Jagger, from an iconic and powerful family, represents our passion, our esprit de corps. She is a youth against establishment.
She is true to this.