lol! clearly this forum does not lack older and cynical members who are wise to the ways of the world. this post is not intended for you. it is intended for the youths at large who believe that buying Volcom is a way of rebelling against the establishment.
i appreciate the sarcasm, though. it is rare to find it on this forum.
While I understand your approach to this, appreciate the sardonic tone and agree to some degree, maybe the motto is an abbreviated way of saying "youth against CONVENTIONAL establishment" as everything they do is aimed at "unconventional" sports.
I mean to damn the man, many times you have to beat him at his own game.
When Volcom started out they did things the right way. Didn't sell stickers, only allowed select shops to carry product, rider, image driven company. Can't fault anyone for taking the almighty dollar. Look at SMP and Volcom, both came up at the same time and were about the same size. SMP sold to Ride and the image and product got destroyed when the original owner lost control. Wolcott kept Volcom and kept it within his vision. Good on him.
Volcom is for trendy fucks their marketing plan has been rehashed by numerous brands over the years, most recently Rome is following their lead. Kids are sheep and believe what they want and Volcom is doing a great job. I'll never fault a company for making money or expanding but I will call out their stupid bullshit marketing so kudos on you for pointing out that they are the establishment.