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Thursday September 7th, American skateboard brand Volcom opened the doors of their first Dutch store location. The flagshipstore consisting of 120 square meters of shopping space is located at the Damstraat.
A Brand in Search of Inner Peace
Boardsports, music, art and film can create inner peace. That’s what the brand Volcom believes in. The brand was founded in southern California in 1991 and is the only brand in its category that has a link to all 3 boardsports: skateboarding, snowboarding and surfing. Liberation, innovation and experimentation are their core values and this shines through in their collection existing of lifestyle-enhancing products like apparel and footwear.
Located in raw, creative Amsterdam
It’s not a coincidence that the store is located in this booming area of the city. It fits the DNA of the brand perfectly. This part of town is constantly moving, it’s the perfect mixture of creative youth, tourists and city locals. The beauty of the old Amsterdam city centre and the raw, creative mix of the Damstraat come together in this one place.
The DNA of Volcom has been the core throughout the whole process of realizing this store. It had to be raw, creative, authentic and of course innovative. All these aspects are recognizable in the overall look & feel of the store. The interior was custom made for the building dating from the 16th century and consists of industrial materials as well as modern elements creating an interesting mix between the heritage of the building and the contemporary experience of the brand.
A Mix of Fashion and Technical Sportswear
The store consists of fashion collections as well as a mix of technical summer and winter sportswear. In addition, the range includes a Volcom Amsterdam collection, specially developed for Amsterdam. The interior of the store has been finished with custom made artworks by artists like Anthony Lister and Boris Pramatarov, which will also be the inspiration for future collections.