July, 2001 saw the RVCA brand’s birth in Pat Tenore’s garage, as he went in partnership with friend and Hawaiian pro surfer, Conan Hayes.
The original concept of the brand was to integrate different subcultures within one brand. This means working with friends and family to make RVCA a lifestyle brand that would provide a platform (the Artist Network Program) for like-minded people to create great art, while getting recognition for their contribution and involvement, something that seemed to go unnoticed for artists in the past.
It worked, and this still is a core feel from the brand to unite creative people and for everyone to coexist. The brand name represents the meaning behind the Chevrons (VA), which represents the balance of opposites. It’s a design driven brand, that still represents its active-lifestyle roots.
In 2010, the Cali based RVCA brand was sold to Billabong International.