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 the company founder, 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.