It seems like everyone is going green these days, nearly every new ad in the mags touts something about being Pro Planet. Volcom has joined the ranks of Eco-Friendly brands with their new V.Co-Logical Series of clothing products. The Summer product line which consists of two pairs of pants, 12 shirts and a hoodie are made of different types of Organic Cotton, Hemp and Fleece combined with low impact screen printing. Most of them have
Eco V.Co friendly designs displaying plants and nature.
“ Organic garments from the Volcom V.Co-Logical Series represent Volcom’s socially responsible attempt to sustain and protect our planet’s rapidly shrinking natural resources. By utilizing sustainable alternatives like 100% certified organic cotton, hemp, vegetable dyes, organic stains and other low impact production methods, the Volcom V.Co-Logical series incorporates progressive Volcom styling with an environmentally clear conscience.”
The Volcom logo for the Earth friendly sub-brand is the Stone made up of recycle signs which is clever but this was not the first choice. They originally planned on calling the product line “Verde” (green in Spanish) but after being called out by some bloggers for copying the name and the artwork from another company called “Verte“(green in Italian), they suddenly removed the content from the old page and launched V.Co-Logical.
Volcom has also joined the ranks of 1% for the Planet which means they donate 1% of their Gross Revenue to a pro environment organization. Whether you believe in being green or not it is good to see companies donating profits to causes they believe in. It is also a good way to put their money where their mouth is as “going green” can be seen as a marketing tactic for buzz and monetary gain. I doubt the organic production of 12 items will off-set the harm of hundreds of non organic products, but it will be interesting to see if they slowly convert their entire line (or the majority of it) to more Eco friendly products.
Whoever is in charge of marketing for the Earth needs a raise! The Green Wagon is full and getting it’s hands into a large majority of brands in the action sports industry.
Posted by on Thursday, July 12th, 2007 in Brands.