The RVCA Name (Pronounced: REW-KA) was developed first and foremost out of the "V" and "A" = which symbolizes The Balance of Opposites and how they coexist: Nature x Industrialization, Woman x Man, Past x Present...Future. Today. Tomorrow. Life.
RVCA IS THE BRAINCHILD OF COMPANY FOUNDER AND PRESIDENT, PM TENORE. TRANSCENDING THE BOUNDARIES OF TRADITIONAL ACTION SPORTS APPAREL, RVCA IS A DESIGN-DRIVEN LIFESTYLE BRAND FREE FROM PASSING TRENDS. APPEARING AS A NATURAL ON THE SHELVES OF BOUTIQUES AS ON THOSE OF A LOCAL SKATE SHOP, RVCA IS BROUGHT TOGETHER BY A GROUP OF LIKE-MINDED INDIVIDUALS FROM VARIOUS SUBCULTURES, A COLLABORATION OF SORTS, A LIFESTYLE WITHIN ITSELF.
PM TENORE'S INTENTION FROM THE VERY BEGINNING HAS BEEN TO CREATE A PLATFORM FOR RVCA, WHICH COMBINES ART, MUSIC, FASHION AND A MODERN LIFESTYLE IN AN ORIGINAL WAY. AT THE FOREFRONT OF THIS VISION HAS BEEN RVCA'S ARTIST NETWORK PROGRAM (ANP)-A VENTURE ESTABLISHED TO SHOWCASE THE TALENTS OF ACCOMPLISHED AS WELL AS UNKNOWN ARTISTS WHO INSPIRE OUR GENERATION AND PUSH THE BOUNDARIES OF CREATIVE EXCELLENCE.
ESTABLISHED TO PROMOTE THE GENUINE INTEGRITY OF RVCA'S SUBCULTURES WHILE SIMULTANEOUSLY GIVING BACK TO THE COMMUNITY, RVCA IN ESSENCE IS REDEFINING THE WAY THE MARKET VIEWS ART AND FASHION AS REPRESENTED THROUGH THE BALANCE OF OPPOSITES AND HOW THEY COEXIST: WATER, OIL; AIR, LAND; DESTRUCTION, INDUSTRIALIZATION; ART, SCIENCE; FOREIGN, DOMESTIC; ORDER, CHAOS; PAST, PRESENT.
FOR RVCA, IT IS ABOUT TODAY, TOMORROW AND LIFE AS THE BIG PICTURE. IT IS ABOUT INSPIRING OUR GENERATION, PROVIDING SOMETHING OF SUBSTANCE AND CULTURE AND ABOVE ALL DOING IT WITH INTEGRITY AND AS A UNITED FAMILY, A CLOSE-KNIT COMMUNITY.
RVCA FOUNDER PM TENORE TALKS ABOUT THE HISTORY OF RVCA AND ITS ROOTS IN SOUTHERN CALIFORNIA SUB CULTURES SUCH AS, SURFING, SKATEBOARDING, ART AND JIU JITSU. HE BREAKS DOWN WHAT THE BALANCE OF OPPOSITES REPRESENTS AND SPEAKS TO THE PRONUNCIATION OF "RVCA".
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