Fall Preview: Volcom

Volcom is doubling down on boot styles for fall ’14. The Costa Mesa, Calif.-based brand, a division of Paris-based Kering, launched for fall ’13 with a mix of sneakers, boots and slip-ons, and while the line will continue to showcase all three silhouettes, boots have been a particular strength, according to Jason Smith, senior merchandise and design director for footwear. In fact, the category will be a focus going forward, with two new styles each for men and women. “Where we saw success was in premium product and boots in both genders — not too many brands in action sports are going after that right now,” he said. “We’re definitely pushing after the casual lifestyle/premium direction, because skate is a tough category right now.” Prices for the line range from $50 to $150, and styles will begin delivering June 1 to Volcom’s core distribution, including Tilley’s, Zumiez and core surf and skate accounts.

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