Volcom Debuts ‘Five Speed Fever’ and Spring 2010 Swimwear

kailee bradstreet

• July 20 2009
• 1,421 views
• add a comment

_Volcom’s headquarters in Costa Mesa were packed Friday, July 17 for the debut of the brand’s 2010 spring swimwear and the premiere of ‘Five Speed Fever,” a short film produced by Volcom’s Creative Director Mike Aho. The theme for the premiere was “rock and roll versus fun in the sun” and Volcom was able to convey that image through a high-energy film, which carried over onto the runway.

“Five Speed Fever” star, model Sarah Mutch, was featured in several of Volcom’s new suits, that combine unique photo prints and classic Volcom collage art, which reminiscent of the 80’s and early 90’s, according to Volcom’s design team, headed up by Design Director Carrie Martines. Scenes from the short-film put Mutch on a motorcycle, laser gun in hand, running from the law, and transitioned seamlessly into the fashion show - laser guns and all. ‘Five Speed Fever’ will be posted to Volcom’s Web site, volcom.com/fivespeedfever when the line hits in December.

TransWorld Business had a chance to talk with Volcom’s Martines and Marketing Director Bonnie Kuntz after the show about the inspiration that went into the Spring 2010 line. First reactions to the line from retailers have been great, according to Kunz, who said the event was the first time most were seeing the line besides a few first hand views for select shops. “This type of an event is exciting for us to showcase a new collection in a more dynamic way,” Kuntz says. “This allowed us to really show the brand- from the product to the creativity in our marketing campaign direction. Also, having an event right here in our backyard is very important to us, supporting where we’re from and staying true to our Volcom roots.”  Stay tuned to see an on-the-scene interview with Kuntz and Martines, to be posted soon.