How Volcom Crashed Into the History of Surfing

Surfing has always been about rebellion. No brand has embodied that attitude quite like Volcom. Born in 1991, Volcom wasn’t founded by executives in suits but by two friends, Richard “Wooly” Woolcott and Tucker “T-Dawg” Hall, who ditched their day jobs after a snowboarding trip and decided to build a lifestyle brand that captured the freedom of board culture.

Volcom arrived at a time when surfing was starting to shift from a laid-back pastime to a cultural movement. Its now-iconic Stone logo became a badge for anyone who lived life sideways. It wasn’t about chasing trophies; it was about chasing expression. Volcom called it the “Youth Against Establishment” movement, and it resonated with surfers who didn’t fit the glossy magazine mold.

While brands like Quiksilver and Billabong had already established the surf industry’s mainstream, Volcom kicked open a new door. It mixed punk rock with waxed boards, skateparks with reef breaks, and made surfing feel raw again. The company’s early surf videos and sponsorships helped push the next generation of riders.

As surfing evolved into a global sport, Volcom never lost its edge. It stood for individuality in a sea of sameness, blending fashion, music, and surf in a way that no brand had before. From dusty garages to global surf comps, that stone became more than a logo. It became a symbol of the surf rebel spirit. Today, when you see a Volcom tee stretched across a sunburned back or flying down a beach break, you’re not just looking at a brand. You’re looking at surfing’s wild side, a reminder that every wave is meant to be ridden your own way.