Meet Volcom’s new denim designer, Jennifer Herrema. She fronts a rock band called RTX, and formerly fronted The Royal
Trucks Trux, is aviators-obsessed, grew up in D.C.’s skate culture, and owns more animal tails than Davy Crockett.
Style.com, a website whose fashion videos typically include admirable Coco Rocha reports and a 360 profile on luxury brand executives, shifted its focus from the runways to one of street culture’s most iconic clothing brands, Volcom. While we find the report a bit random for the website, we suspect that Style was enamored by Ms. Herrema’s seaside aplomb. But this isn’t the first time Style.com took their reporting outside of the seams: the website has pit models against a professional BMX biker and a street messenger for their short-lived “Model Challenge” segment.
The three-minute video highlights Herrema’s inspirations and creative direction for her denim line, in which she converts each piece into a denim scrapbook — patch-working scraps from her old pair onto her line. But it wasn’t the denim itself that got our attention, it was the myriad of raccoon tails attached to each pair of jeans, stuffed into her storage boxes, and piled onto her stage ensemble. We recommend watching the video — you have to see it to believe it.