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Worse on Purpose

Volcom

Surf and skate apparel brand. Originally a Costa Mesa, California boardsports label.

Status: Avoid
Founded
1991
Website
volcom.com
HQ
USA
Manufacturing
Various
Ownership type
Brand licensing (ABG-style)
Parent
Authentic Brands Group (via Boardriders acquisition)
Acquired
2024

Ownership

Acquired by ABG in the $1.25B Boardriders portfolio purchase in 2024, alongside Quiksilver, Billabong, RVCA, Roxy, DC Shoes, and Element.

Why Avoid

ABG Boardriders portfolio. Licensing model follows.

Sister brands under Authentic Brands Group (via Boardriders acquisition)

See all 12 sister brands

Read the full investigation

Investigation · April 17, 2026

Your Favorite Brands Got Worse On Purpose

Authentic Brands Group buys dead brands, strips the design and manufacturing, and licenses the name to anyone who'll pay. Brooks Brothers, Eddie Bauer, Forever 21, Sports Illustrated. Plus the ones still worth buying.

Read the full investigation

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