Quiksilver, Billabong and Volcom stores across the United States are set to close following their operator’s filing for bankruptcy protection. And just like that, the curtain falls on the heyday of brands that once had suburban millennials dressing like they were always one wave or kickflip away from greatness.
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Over 100 locations across the United States are set to close in the coming weeks after their operator, Liberated Brands, filed for bankruptcy, according to CNN. The company cites intense competition from fast-fashion rivals and broader economic challenges as key factors behind its financial difficulties.
Liberated Brands “worked tirelessly over the last year to propel these iconic brands forward, but a volatile global economy, consumer spending changes amid a rising cost of living and inflationary pressures have all taken a heavy toll,” the company explained in a statement, per the outlet.
Weary Millennials Note the Cruel Passage of Time as Quiksilver, Billabong and Volcom Stores Shutter
In cries heard over slices of avocado toast across the nation, millennials took to social media to pay tribute to a bygone era.
🇺🇸END OF AN ERA: QUIKSILVER, BILLABONG & VOLCOM STORES TO CLOSE IN U.S.
— Mario Nawfal (@MarioNawfal) February 6, 2025
Icons of ’90s surf and skate culture, these brands once ruled malls and boardwalks.
Now, over 100 stores will shut down as Liberated Brands files for bankruptcy, citing inflation, shifting consumer habits,… pic.twitter.com/xeRjS2NaHl
“Could’ve seen that coming earlier, but that hits hard. 2 of those brands have been iconic my whole life,” one millennial lamented on X over the news. “Where am I going to buy clothes?” a second Gen Y baby added, possibly while getting an ironic tattoo.
“My childhood disappears,” yet another millennial wordsmith wrote, adding a crying face emoji to really send the message home.
However, perhaps aging millennials need not shed more tears into their soy lattes. Although Liberated has shut down and its stores have closed, the three brands will live on. Their parent company, Authentic Brands Group, is transferring the licenses to a new operator. This will ensure the continued production of their clothing lines.
Authentic told CNN that the stores were “overinflated” and weighed down by outdated and underperforming locations. The company added that the affected clothing lines will now be available through specialty retailers. These include department stores and online, paving the way for a more agile and resilient future for the brands.
And so, the cosmic ballet of retail continues. Perhaps aging millennials will find themselves stumbling upon their beloved brands in the near future. They’ll spot a sweet pair of ultra baggy camo “Frickin Skate Work Chinos” and be whisked away… like it’s 2009 all over again.