Thursday, 24 November 2011

Volcom SEED Nurtures Grassroots Fashion

Living by their motto, 'youth against establishment', Volcom designs are inspired by the unbridled energy of youth culture, and the action sports brand continually support the grassroots of sport, music, art - and now fashion...

Volcom's SEED initiative gives rising stars of the fashion industry the opportunity to design a capsule collection for the brand.

After approaching students at the London College of Fashion with the brief to reinvent a classic piece of Volcom denim, the winning designer was awarded a six month placement at Volcom to produce their own collection.

Winner, Anju Khusal has certainly succeeded in bringing a fresh take to Volcom's core garments without losing touch with the brand's identity. The 15 piece SEED collection draws inspiration from the Japanese art of Origami, with the techniques of paper folding applied to fabric. The overall look is sleek and feminine, but with an edge.

For more information on the initiative, take a look at

The SEED collection is available at Volcom now. If you're in London, head over to the Covent Garden store.

I've got the mock croc 'Love It' satchel (£29.99, pictured left). The strap is detachable so it can also be used as a clutch - so it's just like having two bags for the price of one!

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