Episode 1 of a motion picture celebrating America’s First Boarding Company.
Imagine having an itch for 20 years straight. It’d be terrible. You’d become a perpetual slave to the scratch. But what if the only way to quell that itch was to surf, skate, snowboard and do everything else that your parents didn’t think you should be doing in 1994? Hey, now we’re talking. Volcom’s been scratching that itch for two decades and they’re celebrating with a film called True To This, due out in 2014. This is the first episode in a series that breaks down triple-T.
When Volcom was founded in 1991, it was the first company to combine surfing, skateboarding and snowboarding under one brand from its inception. This way of life influenced the anti-establishment style and attitude that defined a generation. The cultural phenomenon was best captured when Volcom released “Alive We Ride” in 1993: a film documenting the raw excitement and spontaneous creativity inherent to the lifestyle. Twenty years later, with the release of “True To This”, Volcom again captures the energy and artistry of board-riding in its purest forms. Shot all around the world and showcasing iconic athletes, “True To This” is a tribute to the movement that inspired a generation and the people and places that embody that spirit today.