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Skate brand Volcom just announced plans for a passion project after just launching a new eco-friendly swimwear line. The Southern California-based company is looking for 15 people to join their team to focus on their passion through the apparel brand.

The launch is called "#ThisFirst," in which applicants are encouraged to upload a video or photo submission on their ultimate passion and dream job. The global initiative is meant to inspire Volcom customers and promote these passion seekers across the brand's digital channels. "We're challenging everyone to think about what they want to put before their regular job, their responsibilities—whatever is holding them back from pursuing their passion," said Ryan Immegart, Global Head of Marketing for Volcom. "By paying them to put #ThisFirst, we're providing that extra push to focus on that one thing they love more than anything else."

With the new line, the passion project could be a way to help promote the brand's swimwear line as well as encouraging interaction with customers. FashionUnited reported earlier that Volcom's sales continue to be "weighed down by the difficulties experience in specialist distributors in the US." The new campaign could be a way for the skate brand to help boost sales ultimately.