Two longtime insiders are stepping into new roles to keep Volcom's skateboarding roots grounded in Europe.
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After the collapse of Liberated Brands in the U.S., Joost Grootswagers and Antoine Lanusse didn’t walk away. They doubled down.
Using their own money, the duo formed OneTurn and took ownership of Volcom and Spyder's European operations. Now, they’re not just running the show. They are the show.
And make no mistake: skateboarding is staying front and center.
For Joost and Antoine, this isn’t about saving a corporate division. It’s about keeping skate culture thriving in a region where it’s been quietly growing in both the streets and the stores. From plazas in Paris to converted warehouses in Warsaw, skateboarding in Europe continues to draw a loyal crowd - new faces, young crews, and longtime riders alike.
“We’re not changing course,” Joost says. “Volcom’s skate identity in Europe has always been strong, and we want to keep building on that.”
Skateboarding in Focus
Under OneTurn, Volcom’s European wing isn’t looking to mimic the surf-first image often seen in North America. In Europe, the brand has long leaned more into streetwear and skate culture. From designing their own fleece and tees to running independent skate events, the European team has been doing things its own way for a while now and that freedom’s only going to expand.
While some global marketing and design support has fallen away with Liberated’s U.S. exit, that hasn’t slowed them down. In fact, it's giving them room to stretch out. Joost and Antoine say they'll continue developing their own skate collections, and there are no plans to scale back the events or store activations that have helped keep Volcom visible in local skate scenes.
The numbers back it up: In the first quarter of this year alone, Volcom hosted around 15 events in Europe, everything from skate shop takeovers to low-key contests with heavy local turnout. That kind of grassroots presence matters. It's how brands stay authentic without needing to shout.
A Shift in Ownership, Not in Culture
With 240 employees staying on board and all 20 brand stores still operating, there’s a sense of continuity in what could have been a chaotic transition. What’s changing is who’s at the wheel and both Joost and Antoine have been driving this vehicle for years anyway.
“We’ve been managing the European business for a long time already,” Antoine says. “We’ve got our team, we’ve got the trust of retailers, and we know what works.”
That means not overcomplicating things. The goal is to stabilize the current business, keep delivering collections on time (Spring 2025 already landed as scheduled), and give skaters and stores exactly what they’re asking for gear that fits, lasts, and looks right.
Volcom’s skatewear in Europe won’t be taking cues from elsewhere. Jackets, fleece, and tees will remain locally designed, with the street in mind. Outerwear and snow-related gear will still come from partners like The Levy Group and The Outdoor Collective, but the core skate styles? Those will be stitched with a European stamp.
Skateboarding in Europe: Still Growing
While the retail market has its challenges like inflation and the closure of key accounts in the UK. The actual scene on the ground tells a different story. More people are skating. More parks are opening. Events are happening. From Lisbon to Berlin, skateboarding is gaining ground.
And brands like Volcom, rooted in skate culture, have a role to play in keeping that going - not through overproduction or hype cycles, but by staying present, showing up at events, and making sure product gets to the shops and skaters that rely on it.
“There’s still a real place for skateboarding in Europe,” Joost says. “We’re not chasing trends. We’re keeping the focus where it’s always been on the skate community.”