RVCA

From Wikipedia, the free encyclopedia

 This article or section contains only non-IPA pronunciation information which should be expanded with the International Phonetic Alphabet.
For assistance, see Wikipedia:Manual of Style (pronunciation).

RVCA • (pronounced: "rue-cuh"[citation needed]) RVCA was founded by its current Creative Director, PM Tenore. RVCA aims to transcend the boundaries of traditional action sports apparel and be a design-driven lifestyle brand free from passing trends.

The 'V' looking character in RVCA's name is a 'U'. The 'U' is written in traditional Roman script, and thus appears as a 'V'. RVCA is sometimes pronounced "err-vick-uh", both purposely and ignorantly, due to this convention. Occasionally, RVCA is written in a different script or appears in art where it is clear that the true name is 'Ruca'. 'Ruca' can be translated as "clothing" in Greek, and it is believed the 'V' as 'U' convention arises from this Greco-Roman connection.

A common RVCA logo is to simply feature the 'V' and 'A' from the full Roman-text logo, appearing as an 'up-arrow' and 'down-arrow' side-by-side.

Contents

[edit] History

RVCA was conceived and founded by designer P.M. Tenore. The brand was officially launched with the later involvement of surfer Conan Hayes in 2000. Ed Templeton was the first artist to contribute graphics to the company. PM Tenore's intention from the very beginning has been to create a platform for RVCA which combines art, music, fashion and a modern lifestyle in an original way. At the forefront of this vision has been RVCA's Artist Network Program (ANP) - a venture established to showcase the talents of accomplished as well as unknown artists who inspire and push the boundaries of creative excellence.

[edit] Culture

RVCA is closely associated with skateboard and surf culture; the company sponsors a skateboard and surf team. RVCA clothing is found in skateboard/surf shops and can also be found in Nordstrom. B.J. Penn, sponsored by RVCA, wears his RVCA trunks for major UFC events. Because of its art focus, RVCA is also associated with the street graffiti subculture. RVCA is involved with various contemporary art galleries such as New Image Art Gallery in Los Angeles and the Luggage Store Gallery in San Francisco Established to promote the genuine integrity of RVCA's subcultures while simultaneously giving back to the community.

[edit] Sponsored artists

[edit] Surf Team

Geoff "FRO" Igartua
Matt Archbold
Blair Hudson
Makua Rothman
Asher Pacey
Bob Hennessy
Casey Brown
Christian Fletcher
CJ Kanuha
Daniel Jones 
Dino Adrian
Ford Archbold
Jarrah Tutton
Kalani David
Alex Knost
Nathan Webster
Rory Parker
Russel Smith

[edit] Skate Team

Austin Stephens
Cairo Foster
David Reyes
Ed Templeton
Ethan Fowler
Josh Harmony
Keegan Sauder
Kevin Spanky Long
Leo Romero
Nestor Judkins
Raymon Molinar

[edit] External links