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!!Brand Overview
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[Upload:robert/4f2102f374eff0da5a41ea8ef77712b1_tn.jpg align=right
hspace=5 vspace=5 pop=yes]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.

Enter Conan Hayes. Tenore and Hayes Became childhood friends when
they met while surfing the north shore in 1988. Later in 2002, they
met up in New York, where Tenore shared his vision of this new
brand--a brand that would represent a balance of opposites and how
they coexist: water, oil, air, land, destruction, industrialization,
art, science, foreign, domestic, order, anarchy, past, present.

Hayes, an established professional surfer, found himself doing
something he would have never previously imagined: declining a
lucrative pro surfing contract to pursue Tenore's vision. Hayes
recounts the decision as "one of the biggest of my life."

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 |
http://www.productdose.com/article.php?article_id=1671] in February
2006 and the [Official Reebopper Release |
http://www.productdose.com/article.php?article_id=4447], was in July
of 2006 which was the first shoe production for RVCA.

!!The Name
----
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.

!!Contributing Artists (incomplete list)
----
Jeremy Acuna, Kevin Ancell, Brandon Bird, Neil Blender, Brandon Boyd,
Ron Cameron, David Choe, Matt Gordon, Tommy Guerrero, Conan Hayes,
Aaron Horkey, Ben Horton, Carolyn Hwang, Jo Jackson, Christian Jacobs
(The Aquabats), Rich Jacobs, Jack Johnson, Alex Knost, Matt Leines,
Chris Lindig, Jason Lytle (Grandaddy), Barry ~McGee (TWIST), Mark
Mothersbaugh (Devo), Mark Mulroney, Russ Pope, Stephen Powers (ESPO),
Jason Reyes, Rory, Christopher Ruess, Deanna Templeton, Ed Templeton,
George Thompson, Rebecca Westcott, Aloysious Dougherty III

!!Recent Collections
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Fall 2006

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Reebok x Basquiat x RVCA Reebopper II Shoe (RVCA / Reebok
Collaboration)<br>
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!!External Links
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[Official RVCA Site | http://www.rvcaclothing.com]<br>
[ANP Quarterly | http://www.rvcaanp.com]<br>
[RVCA MySpace Page | http://myspace.com/rvcaclothing]<br>

!!Category
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CategoryBrandProfile