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Volcom x Run The Jewels: Real Life Happening

Tuesday 11 August 2015
Words Ailis Mara

Clothing brand Volcom’s new campaign has landed: entitled ‘Real Life Happening’, it features hip hop’s hottest duo Run the Jewels, Kurt Vile and the label’s own skate team.

The campaign embodies the free-spirited nature of life on the road and encourages us to abandon technology ‘In Pursuit of a Real Life Happening’, instead of imprisoning ourselves in the glow of modern technology. The video was shot over 8 months across the US by a collective of super talented photographers including Arto Saari, Aleandra Valenti, Matt Wignall and Gary Copeland.

The video accompanies a new lookbook for the reimagined “True to This” denim range, designed to support a life lived rather than spent dreaming, with a focus on durability, functionality and a timeless aesthetic.

Shop the denim range here and check the video in the player above.