To introduce the latest development in the brands denim line, Volcom have launched the ‘Real Life Happening’ campaign which looks to encourage adventurous living in a generation ruled by technology.
The campaign and the collection itself draws inspiration from the idea of life on the road, looking to take something back from this digital era and its damaging effect on how we interact and socialise. Through their highly considered denim designs and feel good visuals, Volcom look to promote living life rather than immersing ourselves in our phone screens.
The newly redesigned denim range focuses on clean silhouettes with a timeless feel. Dubbed ‘Form Fit’, the design is inspired by the natural fit of a well worn pair of jeans and aims to elevate performance features such as durability, mobility and comfort, while conforming to the wearers body shape. Keeping in line with the brands history while applying a modern design approach, the full denim offering includes the 2Xs, Vorta, Solver and Kinkade silhouettes in a variety of washes. Each style includes the brands signature detailing in the “V” belt loop, hidden phone pocked and 2 piece coin pocket, as well as upgraded zippers and washer rivets. Technical moisture wicking fabrics allow your body to stay cool and clean finished interiors mean less chafing during movement.
To celebrate the ‘Real Life Happening’ campaign, Volcom have put together this short video featuring hip hop duo Run The Jewels and indie rock artist Kurt Vile, alongside member’s of Volcom’s skate team, as they explore various locations across the US over an 8 month period. There is also a selection of strong imagery to accompany the campaigns video, from a selection of hugely talented photographers including Arto Saari, Aleandra Valenti, Matt Wignall and Gary Copeland, each offering their own unique take on the story.
Enjoy the short video below and the lookbook shots above. To find out more on the campaign or to shop the latest Volcom brand jeans, head over to www.volcom.co.uk
