The RVCA name (pronounced: rew-ka) was developed first and foremost out of the "V" & "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 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 a natural on the shelves of boutiques as on those of 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.