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The meaning of RVCA is about today, tomorrow and life as the big picture. RVCA means 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.

It's 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. Appearing as a natural on the shelves of boutiques as on those of a local skate shop, they are brought together by a group of likeminded individuals from various subcultures, a collaboration of sorts, a lifestyle within itself.

The clothing company was started with the idea of creating clothing for and by influential people from the skate, surf, and art cultures. They have been able to have mainstream success whilst still maintaining their grass roots appeal, thanks to the input of their extensive Artist Network Program (ANP), global skateboard team, pro surf team, and even MMA fighters (when they are truly kicking some butt). RVCA clothing is inspired by American workwear and transcends the traditional apparel boundaries by being a brand free of fading trends.

The RVCA ANP provides a place for both mainstream and independent artists to display their talent to a larger audience, and this is a large part of what keeps them so darn fresh. Taking input from their skate and surf team, RVCA has created some of the most popular jeans, hoodies, boardshorts, and woven shirts on the market today. A true innovator in the industry, you can expect tons of new styles from the skate and streetwear likes of RVCA.

One of the most frequently asked questions is how do you pronounce or say RVCA? It is derived from the greek word for "clothes" and is pronounced "rucha" or phonetically spelled as "ruca".