The concept of RVCA was conceived by the company's founder and designer, PM Tenore. For over a decade, PM's vision has been to create a design-driven brand without compromising its roots in an active lifestyle. Somewhere between contemporary and active, RVCA is free from the passing trends of the surf, street, skate and snowboard industries. RVCA designs appear as a natural on the shelves of boutiques as on those of a local skate shop. Disenchanted with action sports branding and design constraints, and acutely aware of the "legitimacy barriers" confronting mainstream sportswear companies, PM created RVCA to be a more organic brand that didn't have to follow industry rules. RVCA Clothing takes its roots in American work wear and adds function and fashion for every day... every situation. Wearability, Nature, Industrialization. Today. Tomorrow. Life.