I learned what’s new for Volcom Snow next season at SIA thanks to Dutch Schultz, Vice President of Merchandising and Design for snow, men’s and women’s accessories and men’s and women’s footwear.
Dutch highlighted a few key trends in Volcom’s extensive outerwear offering.
Guide Proven Technology
Volcom is launching what it calls its premium GPT (Guide Proven Technology) collection.
Dutch said the new offering is a way to showcase Volcom’s technical expertise in outerwear.
“We’ve always been a very technical outerwear brand, but we’re often perceived as being a lifestyle outerwear brand,” he said. “GPT is one way to really tell the story of our technical product.”
Volcom’s new EQS fit for womenVolcom executives, designers and the team take a trip to Baldface Lodge in Nelson, British Columbia each year, and became friendly with the guides there and are now collaboratively developing these specific products.
Those guides need the most technical equipment and clothing because of the remote terrain and conditions they work in.
Those guides are now wearing Volcom’s GPT line, which features three layer Gore-Tex, Dutch said.
The GPT pants and jackets that will be sold in stores is the same outerwear the guides wear. Jackets will sell for $500 and the pant for $400.
See Page 2 for more details about what’s new for women’s and men’s
Women’s
Volcom’s new line for little girlsIn Women’s, Volcom has added the EQS FIT for women, which features a more fitted silhouette with the emphasis on a woman’s waist. That fit is included in six pieces.
Volcom is continuing and expanding its slim, stretch fit pant for women, which work well with the longer, slimmer jackets and are in line with the street inspired outerwear direction.
The company has also added outerwear for little girls from 4 to 14 years old for the first time next season, including a skinny stretch pant and a Jamie Lynn Featured Artist print just for the little girls collection.
Men’s
Volcom has expanded its Thermal Defense System, which offers built in insulation and breathability into pieces in different areas of garments where one or the other is needed.
Volcom Men’s is also expanding its fits, which include an oversized fit, a long fit, a droptail fit and a slimmer fit that they call “modern articulated.”
Novelty fabrics have also been added such as washed canvas and four way stretch. Design styling continues to range from traditional technical outerwear to military as well as influence from Volcom sportswear.
The company is also expanding its non-outerwear technical transition pieces, such as soft shell jackets, some of which have been infused with a streetwear-style.
