Founded during a snowboarding trip in the winter of 1991, Volcom was the brainchild of individuals who wanted to break free, create, and empower the youth. Armed with the intent to protest the philosophy of “Youth Against Establishment,” the Volcom founders wanted to create a brand that would embody the creative spirit of the youth subculture and support various kinds of boardsports. Thus, Volcom has since been known as “America’s First Boarding Company” – bringing together surf, skate, and snowboarding under one dynamic and fresh lifestyle label.
In order to serve as a unifying force for people who share a common passion for art, music, film, and boardsports, Volcom has since been dedicated in creating products that bear a distinctive mixture of fashion and function, wrapped up in quality, comfort, and athletic performance.
As a result, Volcom continued to blossom – serving as a go-to brand for streetwear, boardshorts, denim, swimwear, footwear, accessories, and even outerwear. But more than just its products, Volcom does its part in keeping the community alive by supporting athletes, artists, and musicians. This effort has clearly materialized as evidenced by the ever-growing Veeco Productions film library, the grassroots of “Let the Kids Ride Free” contest series, the “Volcom Pipe Pro” surf competition, all the way to its in-house record label, Volcom Entertainment.
Despite its global acclaim built on youth liberation, innovation, and fearless experimentation, Volcom remains strongly committed in reflecting the ever-evolving and dynamic youth culture. But in doing so, the brand recognizes the challenges that come with the ride which is why it vows to stay “True To This” – “this” referring to integrity, authenticity, individuality, and the pure fun of riding.
To once again put its message loud and clear across the entire global community of board sports enthusiasts and athletes, Volcom is proud to announce the release of “True To This,” a motion picture celebrating 23 years of America’s First Boarding Company which will be screened on May 30 at Circuit Makati Mountain Dew Skate Park through an outdoor movie screening and skate event.
Shot all around the world and showcasing iconic athletes, the film aims to capture the energy and artistry of board-riding in its purest forms. It is a tribute to the anti-establishment movement that continues to inspire generations after generations as well as individuals and communities that embody that spirit to this very day.
And what better way to kick-off the celebration of skateboarding than with an open skate – allowing skateboarders from all corners of the metro to enjoy an unadulterated afternoon of action, fun, and camaraderie. Plus! It’s free.
As it is after all a day of honoring the art of board-riding, hidden judges will be going around selecting outstanding skaters who will be displaying such impressive board skills and steezy style. Also, interested skaters will be divided into batches and will be scored to reveal skaters who embody the Volcom spirit.
In between batches of skaters, the Volcom Stone Man raffle will be giving away loads of Volcom prizes. Come evening, attendees will enjoy a classic outdoor movie screening complete with tasty snacks and drinks. Memorable and meaningful, skaters are set to enjoy an unforgettable experience as they spend the entire afternoon skating around with friends and being present to witness the screening of a powerful film that celebrates their passion.
The peak of the event would be the awarding ceremony to hail the winners of the Jack of the Box, Stair Devil, Super Bowl, Great Ledger, The Quarterman, Son of a Ramp, Dopest Kid, Nastiest Fall, True Cruiser, True Long, True to This Skater, Best Grind and the Volcom Outfitter of the Day – all of which are to inspire the creative and innovative use of the entire skate park.
This event is made possible by the generous support of Mountain Dew, Circuit Makati, GRIND, R.O.X. and Makati City.
Though fast becoming a publicly accepted sport in the country, boardsports still remain to be a somewhat niche activity for Filipinos. While notoriety and subculture mentality has always been the heart and soul of these disciplines, Volcom makes a stand to promote and nurture boardriding around the entire world through its dynamic range of lifestyle products as well as in its efforts to continue supporting and inspiring the boardriding community. Most definitely, Volcom stays “True to This.”
