Rvca

RVCA is a lifestyle brand that transcends the traditional boundaries of action sports apparel. It is a design-driven label that eschews passing trends and is as much at home on the shelves of boutiques as it is in local skate shops. The brand represents a subculture of like-minded individuals who come together to form a lifestyle that embraces art, music, fashion, and a modern way of living. The name RVCA, pronounced 'REW-KA', symbolizes the balance of opposites, such as nature and industrialization, woman and man, past and present, which coexist within the brand's ethos.

Founded by PM Tenore, RVCA's intention has always been to create a platform that combines various elements in an original way. At the forefront of this vision is the Artist Network Program (ANP), which showcases the talents of both accomplished and unknown artists who inspire the generation and push the boundaries of creative excellence. This program is a testament to RVCA's commitment to cultural integrity and to the community, representing the brand's values of authenticity and unity.

RVCA's roots are deeply embedded in Southern California subcultures like surfing, skateboarding, art, and Jiu-Jitsu. PM Tenore, who is also a black belt in Brazilian Jiu-Jitsu, has infused his passion for these subcultures into the brand, sponsoring teams and individuals in skateboarding, surfing, Brazilian Jiu-Jitsu, and mixed martial arts. The brand's clothing can be found in various shops, reflecting its widespread appeal and connection to street and graffiti art cultures.

The RVCA logo, with its distinctive V and A without a crossbar, reflects the brand's philosophy of the balance of opposites. This design ethos is evident in the brand's products and collaborations, which often feature unique artistic expressions. RVCA is part of a larger family under the ownership of Authentic Brands Group, having been acquired by Billabong in 2010 and subsequently by Boardriders in 2018. Despite these changes in ownership, RVCA has maintained its core identity and continues to redefine the market's perception of art and fashion through its unique balance of contrasts. The brand's influence extends beyond fashion, with involvement in contemporary art galleries and a history of supporting artists and athletes who embody the RVCA spirit.