Volcom - A common future?

SUBHEAD: A mystery shared between a local teen from Hanamaulu and a young Amish buggy driver in the Northeast.

 By Juan Wilson on 16 September 2011 for Island Breath - 

Image above: My Chevy S-10 pickup sporting mysterious logo. Photo by Juan Wilson.

I recently bought a 1988 S-10 extended cab pickup truck to replace by well-worn 1987 Toyota 4x4 pick-up. The previous owner was a really nice kid, of about 19, who lived down in Hanamaulu. He had cleaned it up and tricked it out. After a new hedders and a paint job he installed a 2000 watt bass speaker and added tinted windows and some decals.

Thankfully the speaker wasn't part of the deal. It took up much of the extended cab. I probably would have lost consciousness had I actually used it while driving. I did get the decals, however. One I had seen on many vehicles on Kauai was without words or fine print. It was shaped like a spearhead with facets. I vaguely thought it had something to do with Hawaiian culture, or surfing, but really had no clue.

Then I saw a photo on Boing Boing (http://boingboing.net/2011/09/15/amish-buggy-decals.html) about Amish buggy decals and was surprised to see my truck decal sported on the "caution" reflector on the back end of a buggy. Whoa!

Image above: A Amish buggy with same mysterious logo. From (http://boingboing.net/2011/09/15/amish-buggy-decals.html).

 I came to Kauai from western New York state in an area where there are a lot of Amish farms. It was not unusual there for the local hardware stores to sell buggy hardware and for the county roads to sport caution signs for Amish buggy traffic. The teens among the Amish have a few wild oats to sew before entering their religion and adulthood.

I knew them to sneak calls from public phones in nearby small towns. I had heard there boomboxes coming from parked buggies in the state forest. They would even join in regional music festivals poorly disguised as "Englishers". These were youth capable of "breaking bad", and flaunting authority. And now I was displaying that I shared this attitude with them as well as youth here on an isolated island in the Pacific Ocean. I had to find the source of this iconic symbol.

Well, I could have asked anybody under 40 and they would likely know, but I took my quest to the internet. I googled "diamond shaped logo" for clip-art among images. The reward was "Volcom logo vs Roc Nation logo" (http://mteelove.wordpress.com/2011/04/02/jay-z-being-sued-over-diamond-logo/). Volcom it was.

Image above: Volcom (left) sues Roc Nation (right) over logo trademark infringement. From (http://mteelove.wordpress.com/2011/04/02/jay-z-being-sued-over-diamond-logo).

The Volcom is a company that sells surfboarding, skateboarding and snowboarding clothing, through its website. It is apparently trying to be relevant to young adults by appealing to many interests. There site index touts "Shop", Happs", "Team", "Aart", "Girls", "Music", "Events", "Blogs". Under blogs the first item is "Sustainability". And I quote:
"Building a sustainable future, day by day. The New Future looks a lot different than today’s future. It is Cleaner, more Conscious, more Renewable, more Efficient, more Regenerative, more Sustainable and Less Impactful.
We’ll continue to work towards incorporating New Future thinking into all aspects of our business and we ask that you do your part in helping us build a future that we can proudly pass on to all generations to come."
Volcom is trying to involve its fans with the ocean front cleanup efforts of Surfrider Foundation (http://newfuture.volcom.com/featured-surfrider-foundation-emerald-coast-needs-your-support/), but one cannot forget this is a company that is primarily selling fossil fuel based synthetic fabric boardware to kids. I don't know how many of the Amish that like the decal have a clue about that, but I discovered some Amish have gotten a bit rebellious .  

Mark Frauenfelder, a Boing Boing contributor saw the buggy decal story and submitted the photo below of mugshots of some young Amish men arrested for defying authorities by refusing to display the required orange reflective triangular caution sign on the back of their buggies. The moral: Obey, Consume and Prosper!

Image above: Troublesome Amish youth defying authorities. From (http://boingboing.net/2011/09/15/mugshots-of-amish-who-wont-put-orange-triangles-on-their-buggies.html).


1 comment :

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