Curtains For Bruce Irons Volcom Deal
By Col Bernasconi | 22 November 2012
Bruce Irons kick stalls under an ominous lip at Backdoor December 2011. Pic: Bugden DOWNLOAD IMAGE HERE
The multimillion-dollar contract between Hawaiian Bruce Irons and Volcom has come to a surprising end. Bruce officially parting ways with the iconic brand he first signed with at age 13 in 1991.
Bruce, a surfer who’s won hearts and trophies the world over with his natural affinity with waves of consequence, has left the one company he’d sworn he’d be with for life.
The supremely gifted tube rider, and bother of the late three-time world champ Andy Irons, has been closely associated with the brand (founded by former Quikslver employee Richard Woolcott) for a long time - still he leaves holding a swag of the companies stock.
It’s no surprise that in the surfing industry’s current financial climate concessions are being made, and people are losing their jobs, but rather than being sacked, it’s more likely Bruce, who was said to be at loggerhead's with some within Volcom, has simply moved on to greener pastures.
Swellbog, a website based out of California, claims Fox clothing has already taken the natural footer under their wing. “Bruce has signed a multi-year deal [with Fox], and a signature collection of Bruce Irons clothing, footwear and accessories will be released in early 2013.”
Tracksmag.com called Fox Australia for information, but they were unaware of any such deal. “We’ve tried to contact head office in the states for confirmation too,” said Fox Australia’s Scott Runciman. “But they’re on a break for Thanksgiving and unavailable. We have our fingers crossed – we hope it’s true!”
Interestingly, Fox has made it clear that they intend to bolster their international surfing profile by building a strong team. They’ve already got Bede Durbidge, Damien Hobgood and Ian Walsh – is Bruce Irons the icing on the cake?
Their hiring last month of Enich Harris, the man who originally signed Andy Irons to Billabong, shows surfing is a priority for the motor cross giant. Enich was quoted as saying, “An initial focus will be the task to reinvent Fox’s approach to surf and bring new energy to the industry. Out of the gates the most visible changes you will see at Fox in that arena will include building a strong team both internally and with athletes.”
So there you have it – the man who manages to divide and conquer almost any wave the ocean throws at him has jumped ship, but to where? We're not 100% sure yet.
Whether he signed to Fox or maybe My Brothers Keeper (as their Facebook page suggests), we here at Tracks aren't too worried about Bruce's financial situation, he still has Red Bull, Da Kine, Oakley, JS, Body Glove... etc etc
He'll be okay.
Note: Some recent footage of Bruce surfing in Mexico.