Behind the Lines: Volcom Spring 2010 Streetwear

Steven Hemphill

• September 08 2009
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For spring 2010 Volcom has gone back to its roots. Taking a fresh approach to streetwear, Volcom is using a more somber palette, new fabric treatments, and fits and bodies throughout the line. Volcom’s men’s line focuses on function, fabrication, color and fit, while the women’s line merges together a rocker-type aesthetic with a feminine beachy vibe. The Volcom line is clean and a perfect balance between flashy and classy. We caught up with Volcom Design Director Danny Geary to learn more.

What are the key design elements/trends going into your Spring 2010 line?

Volcom builds its apparel foundation around its Volcom Brand Jeans collection. With new washes and fits for spring 2010, the denim range comes off fresh and inspiring. Light washes and lightweight denims prevail as the new feel for Volcom Brand Jeans.

What changes in colors, cuts, and fabrics will we be seeing more of for men and women?

Volcom believes in new bodies and fabrications as the antidote for a slowing knit market. Classics remain but have a fresh twist. Tanks will continue to be a great item for Spring. Wovens are showing some promise as a category on the upswing. Volcom focused on adding new shapes and details to an already solid foundation in woven shirtings. Fabrications have also been key to adding diversity to this category. Long sleeve and short sleeve wovens compliment denim and twills for Spring.

Stretch and non-stretch fabrications are mixed with new fits and designs to give the Spring line a new take. In terms of fit, Volcom is definitely seeing a movement away from the oversized and longer baggy fit walkshort. This Spring offering has a newer balanced approach with the addition of some mid lengths, such as 21” and 20”. As well, Volcom offers an 18” for the slightly more unique customer.

How about less of?

The market has definitely seen its fair share of plaid walkshorts, so to keep the customer interested, The brand has taken a slightly different route, including unique color mixing, overprints, and heathers. In addition to building some interesting plaid styles, cargos and solid walkshorts are also very important.

What influences and inspirations have gone into the coming line?

Colors have a bit of new life to them. Pastels mixed with electric pops bring a little newness to a retro influenced multi-color palette. And while the multi-color mix plays a key role in spring, so does the more impactful contrast of black & white and shades of grey mixed with hues of blues and reds. Earth tones are revitalized when mixed with blues, greens and yellows.

For more looks and lines be sure and check out our 2010 Streetwear Product Preview.