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RVCA is the brainchild of company founder and president, pm tenore. Transcending the boundaries of traditional action sports apparel, rvca is a design-driven lifestyle brand free from passing trends. Appearing as a natural on the shelves of boutiques as on those of a 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.