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RVCA’s founder PM Tenore first began learning about the fashion industry in his early teens. At age 12, he moved to New Port Beach and met people who introduced him to the surfing and skateboarding lifestyle. He quickly fell in love with the whole culture and by age 15, Tenore earned himself a surfing sponsorship.
Eventually, he moved to NYC to learn fashion design while most kids his age were busy with high school-type activities. Tenore opened his first boutique before he turned 20. During its first years, Tenore allowed his customers to barter. He would often accept surfing and skateboarding gear in exchange for his merch. He did not know at the time that he was building relationships that would eventually help him propel his brand.
RVCA is now one of the most established cult brands within the skateboarding and surfing community.
The name RVCA (pronounced: REW-KA) was born out of the V and A which symbolizes the balance of opposites and how they coexist. Nature x Industrialization, Women x Men, Past x Present...
Transcending the boundaries of traditional action sports apparel, RVCA is a design-driven lifestyle brand free from passing trends.
When Tenore first started, there wasn’t much of a platform in the fashion industry for artists to voice their art. There came the idea to print the names of the artists directly unto the RVCA shirts. Tenore later pushed the idea further and developed the Artist Network Program (ANP).
ANP was born to shed light on artists that are not giving proper recognition. Through this program, artists can choose to either get paid for their work or give back to a charity of their choice. Making RVCA a people oriented brand.
The contest is now closed. Thank you for your participation. The winners will be contacted on June 28, 2019.