RVCA

RVCA (phonetically: rue-cuh) is a clothing company with roots in both art and surf/skate culture. While producing everything from board shorts to track jackets, RVCA is probably best known for its t-shirts featuring graphics from contemporary artists and released through the brand's Artist Network Program. RVCA has managed to transcend the typical placement of an action sports brand through their alignment with the world of emerging artists. The brand sits comfortably in both high-end boutiques, as well as skate shops. The Company gained a lot of notriety when they collaborated with Mark Mothersbaugh from Devo on some pieces in their collection. Brand History

The concept behind RVCA was conceived in large part by the company's founder and designer, PM Tenore. Tenore's vision was to create a design-driven brand that flows simultaneously with an active lifestyle. RVCA walks the line between contemporary and active wear, and trys to stay away from the trends in the surf, street, skate and snowboard industries. Disenchanted with action sports branding and design contraints, and acutely aware of the Legitimacy barriers confronting mainstream sportswear companies, Tenore created RVCA to be a more organic brand that didn't have to follow industry rules. RVCA Clothing takes its roots in American workwear and adds function and fashion for every day every situation. Wearability, Nature, Industrialization.

As RVCA grew, so did the Artist Network Program--an ongoing program to showcase the talent of establishing as well as unknown artists who inspire our generation. Through the program, RVCA donates partial proceeds from designs sold to each artist's charity of choice. Artist/Pro Skater, Ed Templeton (whom ten years previous to RVCA's beginning, would show his art in Tenore's skate boutique) became the first artist to participate in the Artist Network Program. Donating his proceeds to The Luggage Store Gallery in San Fransisco, Templeton paved the way for other artists to use their works to help raise awareness and benefit the community. RVCA collaborated with Reebok for the second edition of the Basquiat shoe series. The Reebok Basquiat Shoe Announcement in February 2006 and the Official Reebopper Release, was in July of 2006 which was the first shoe production for RVCA.