Volcom History

Richard Woolcott and Tucker Hall, set off on a snowboard trip that would forever change their lives. Tucker had just been laid off from work but that wouldn’t stop him from attending his routine Tahoe trip to visit Nathan Fletcher and Mark Gabriel. After riding four days of fresh powder, Richard called work with the excuse that they were snowed in and extended his stay. For more than a week, they awoke every morning with two new feet of snow. It was their first real experience riding powder and the new obsession wouldn’t stop there.

Two weeks later Richard quit his job to take some time off and snowboard. He and Tucker had also talked of starting a clothing company during the Tahoe trip but nothing was really finalized. Later that spring, the two came up with the idea of starting a riding company based around the three sports they enjoyed (snowboarding, skateboarding and surfing). With an initial $5,000 from Richard’s dad, they started the process. First came the name, then came the stone and Volcom was born.

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Oakley Launches the “One Obsession” Campaign to Inspire You to Live Yours
By Megan Munro ( Complex mag Uk)

Oakley’s new “One Obsession” campaign is an initiative to live their obsession, aiming to invite and inspire people to join the brand’s global network of athlete ambassadors in living out their passions. Oakley pretty much has the sports eyewear game on lock, with skiing, skating, cycling, and countless other sports all turning to the brand for their eyewear needs.

Oakley has more than 450 athletes on their roster, including names like Eric Koston, Gabriel Medina, Mark Cavendish, and Matt Kemp, who all live out their obsessions in their daily lives with Oakley, and the movement aims to encourage fans to share and celebrate their physical places of obsession around the world. It could be a mountain peak, a suburban garage, or a public handrail.

Oakley will reward the ‪#‎LiveYours‬ contributions with surprise experiences and access to athletes who inspire them. The global campaign launched this week, and runs throughout the year, for more information and to get involved


dedicated brand Stockholm based lifestyle brand DEDICATED was founded by a group of individuals, all with backgrounds in various sub cultures like street art, boardsports and music.

The DEDICATED name is a homage to all those who have set their minds on being able to live from their passion for their craft – weather it’s design, music, art, sports etc. – “Talent means nothing without dedication and ambition”.

The garments and accessories we produce are interpretations of pop cultural influences. In addition to our own creative efforts we also benefit from our creative community – a growing network of designers from all over the world. We’re constantly on a lookout for new graphical talents.

We are Dedicated to doing good. It’s not enough for us to design great/attractive products. As a conscious brand we make sure to use
100 % organic cotton, which is both GOTS and Fairtrade certified.

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Nitrosnowboard has been committed to snowboarding for the last 22 years. Snowboarding is our focus, it’s all we do. Nitro snowboards was born in 1990 in Seattle, Washington when two snowboarders wanted to make quality gear because there weren’t a lot of good choices out there. Snowboarding was their passion and focus and it still is today. We remain true to snowboarding, and we thank you all for the support so we can continue to do so. Our goal has always been to progress the sport with products that are innovative in technology, design, and materials, always pushing the limits. We have a history of bringing innovations to the snowboard market including the first asymmetrical twin-tip, first women’s pro model, progressive sidecuts, and the first three-piece adjustable freestyle binding to name just a few. All of our products start with U.S. Designs at our design office in Seattle. Our dedicated design and development team has been with the company from day one – not a lot of snowboard companies can say that! Then european engineering and craftsmanship takes it to the next level. Our products are manufactured worldwide and all our products are throughly tested by our team around the world. Nitro snowboards is distributed internationally by an equally dedicated crew.

Boards Nitro is committed to building the best riding boards on the market. This year we offer boards of all widths in all categories, to give you more options to choose from and you get the right board. New boards in the line include the Pantera, which promises to be one of the smoothest riding technical boards out there, the new T2 rail board with revolutionary beveled base to help prevent edge damage, and a women’s twin board, the Nyx, has been built for the progression of women’s freestyle. Continue reading →


surfboard  is a sport and lifestyle. The first historical source is contained in the diary of Captain James Cook ( discoverer of Hawaii ) : describes the exploits of the Polynesians, who at the turn of the waves at edge of surf rudimentary wood were described as people who experienced an immense joy in being carried away by the waves. The first rudimentary tables were usually built by tying together three trunks cables bent upward at the bow . The explorer James Edward wrote in 1835 in Guinea finding that ” we could watch the boys who swam in the sea, with the plates read below the belly. Were waiting for a wave , and then drag to the left bank of standing up on it as if it were a cloud. was said , however, that the sharks occasionally sbalzassero from behind the rocks and inghiottissero them ” [3] Bandit era of colonization of the Calvinist missionaries , because of the nudity exposed by the Polynesians of the time, surfing was taken up with interest in the late nineteenth and early twentieth centuries . A fundamental contribution to the spread of the surf from Hawaii to the rest of the world was the Hawaiian Duke Kahanamoku , who, future champion swimmer discovered by a talent scout , who won the gold medal at the Olympics in Stockholm and those of Antwerp 1920 in the course of his travels brought surfing competitions on the U.S. coast and Australia . The maximum spread of surfing has taken place in the sixties and seventies, when the waves were surfed on boards rather large ( longboard ) . A significant breakthrough was the invention of the shortboard date ( tablet ) , of smaller size and with three fins ( thruster ) . Since the mid- eighties to the present day technology has evolved particularly in terms of speed and looking for manovree Airlines ( aerials ) . One of the most famous in the surfing world was Greg Noll, “Da Bull ,” which became famous in the late ’50s and ’60s.

The surfer who has won more titles and competitions of all is Kelly Slater , which in 2011 signed for the eleventh time winning the world championship professional at the age of 39 years .

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on-line store after many years we have been able to integrate into the website page of the store where you can purchase our products and our offers. We will try to improve our service to you and ask users to report any anomalies nel’acquistare online. We are proud of what has been achieved since it is the result of a passion for teconologia and for this research work, despite the difficulties’ that runs through Italy we invest in this sector. We hope that over time we can become a point of reference in this field.

Thanks to all of you who follow us

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boxfresh london 1989 available now in genovese store  and on-line store

Welcome to Boxfresh, a London way of life that spans the last two decades of youth culture.

Boxfresh aren’t taking a new direction for 2012, but rather an old direction with a new perspective. A brand with humble market stall beginnings and strong London roots, Boxfresh has been an original bastion of British Streetwear since 1989. A brand that inspired an entire generation of forward thinking style enthusiasts that had an eye on the influences coming from across the Atlantic, Boxfresh has matured along with the rest of us, and is back to claim its rightful status as a recognizable uniform for the devoted design aesthete and street-style athlete. Fabrics, fits, patterns and silhouettes illustrate the push forward aesthetically and creatively, vibrant colours lighten the mood and set the precedent for a return to form and function befitting of this iconic brand.

 




Do you have a bike that you want to scrap, a pair of sneakers in canvas or leather that you no longer use …. can bring them into our store, we will evaluate them together and you will receive a voucher to spend on the bike or sneakers by 28-02 -2013 in the store and in our many activities ….. for more info please send us an email or come by the genovese store ….


The name longboard skateboard madrid has been an icon in the skateboarding industry ever since somebody decided to stick four wheels to a piece of wood. Jerry Madrid made the successful transition from surfing to skateboarding back before it became fashionable. Since then, Madrid Pro Designs has developed into one of the top leading deck manufacturers in the world.

Jerry Madrid started out shaping surfboards in his parents’ garage in Norwalk California. Skateboarding is an offshoot of surfing, so when the waves weren’t good, Jerry enjoyed riding the streets instead of the water. With his passion for shaping boards, it is no surprise that his shaping surfboards turned into shaping skateboards. Jerry Madrid started making skateboards out of fiberglass in the late 1960’s. He developed different types of laminations, shapes, and dimensions.

Madrid skateboards has since become Madrid Pro Designs, and has done nothing but achieve a well-respected and well-deserved name in the skateboard and surf industry. Madrid Pro Designs still uses our traditional recipe for making skateboards, with a few modern improvements here and there. Avalible now in store online.


HUF-owner Keith Hufnagel grew up skateboarding in the streets of New York. Moving to San Francisco in 1992 to pursue his passion, he became a professional skateboarder, providing a rare and rewarding opportunity to travel the world through the skateboard industry. From his experience as a professional skateboarder, Keith has gained a unique view and the ability to merge its inspiration from the cultures that surround it. This perspective has become a vision, which was reflected in what has become HUF.
HUF was inaugurated in August 2002 as a small shop in an unusual block of Sutter Street in San Francisco’s Tenderloin. His goal: to bring together the most respected brands that streetwear, footwear and skateboarding had to offer under one roof. That roof, however, proved too small. HUF rapidly come to be recognized as a leading provider in the Bay Area of ​​hard-to-come-by goods. With its rapid growth and popularity, Hufnagel found the need to launch its own line, HUF, bringing together what he felt summed up the street and the community of skateboarding in a single label. What began as a solution to the frustration of finding what Hufnagel wanted to bring to San Francisco, soon became an independent producer of premium products. HUF now specialized in producing high quality clothing, shoes and skateboard, operating out of its headquarters in downtown Los Angeles.
Shaped by the culture in continuous and progressive evolution that is skateboarding, Keith Hufnagel has incorporated these qualities in the design and practices that make up HUF.Keith’s first love has always been and always will be skateboarding. He continues to return to its roots through the products and opportunities offered through the company, while retaining the respect and influence over the HUF has skateboards and streetwear community. Hufnagel is still very involved in the production and direction of HUF, and continues to travel the world on its edge with his team and friends, which helps to fuel and inspire his original vision.
  (Source HUFSF page of facebook)
www.genoveseshop.com


Following the internal reorganization we are making an offer while supplies 50% of the city and jackets suitable for snowboarding.
The quality is excellent as well as the resistance, the city is moltiuso jackets in technical fabric but also ideal for those who go to work.
The jackets are excellent snow have different resistances to water and very competitiveprices.
You can buy from the store or send us an email at your service for any info.

visit our ecommerce: http://eshop.genovesestore.com