VOLCOM X LADY GROUPLOVE: Hannah Hooper, of the indie rock band Grouplove, drew from her fine arts background when Volcom reached out for an upcoming women’s collaboration.
The Kering-owned brand is set to release a six-piece collection it designed with Hooper, called Lady Grouplove on June 15. The collection retails between $37 and $89.50.
The singer said she gravitates toward simple shapes and incorporated triangles and squares for one print used in the line, which she described as a “Keith Haring-esque pattern.” The print is featured on a pair of harem-style pants and cropped jacket. There’s also an Egyptian eyeball design Hooper drew that’s used on a pair of leggings and halter bralette.
The collaboration is the first time Hooper’s worked with an apparel brand, although designing clothing is not completely new. She’s designed all of the Grouplove band merchandise and has also hand-painted many of the pieces she and her fiancé Christian Zucconi — the band’s lead singer and guitarist — have worn onstage.
“I hope it’s the first of many,” she told WWD of the collaboration. “I think a lot of people want to see how it does. It’s a step in a new direction for Volcom.”
The line will be sold in about 120 of Volcom’s core doors, which includes its company-owned retail and surf and skate shops such as Jack’s Surfboards. Tilly’s, the company’s largest national retailer, will be the only national account to carry the line in select stores. The thought is to speak one marketing message loudly and more effectively, according to Erin Hawley, vice president of sales for Volcom women’s.
“We wanted to be able to put our energy, in terms of marketing and in-store into this one large idea with this one partner and then be able to spread that message down to the core accounts,” Hawley said.