RVCA, pronounced roo-kuh, is the brainchild of company founder and creative director, PM Tenore. Transcending the boundaries of traditional action sports apparel, RVCA is a design-driven lifestyle brand free from passing trends. 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, anarchy; 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.