What is rvca

Some day I'm going to go surfing in this sweater. Most of the people are mechanics or farmers. It's about a minute drive to the ocean. On the Fourth of July people party hard and celebrate with lots of liquor. I wear the shirt because someday I'm going to be sponsored by them.

We did an extremely unscientific survey over a nine-week period and asked folks wearing popular surfwear brands the meaning of the word on their shirts. We queried 51 people. Next we set up shop at the foot of the Huntington Beach Pier for a couple of days and took portraits of the fashionistas in their California lifestyle apparel.

Or tell us what goes on in Hollister. The official definitions from each of these companies are purposely vague. But after weeks and weeks of more extremely unscientific research, we came up with the definitive meanings.

But as of last August, they announced a new identity. If our models wearing the Volcom shirts on the pier had only looked 74 yards across PCH, they would have seen a 6-foot high store sign that said: Volcom: True To This. But in a interview in Surfer magazine, Hayes talked about the origins of the name.

Nights and nights of coming up with stuff. Given this Greco-Roman connection, we asked Maria Pantella to take a look at the logo. She teaches modern Greek at UC Irvine. Billabong is an Australian company. So our extremely unscientific team decided we should ask an Aussie what the word means. We posed the question to Jim Moginie from Sydney. Moginie also played guitar with Midnight Oil. He draws pictures that depict the culture and conflicts of a fantasy world inhabited by mustached men, wild beasts and living architecture.

Leines presents himself as an insider in an outsider's world, where he serves as both creator and narrator. The emphatically meticulous lines speak to a primitive, yet undeniably modern aesthetic.

Push harder. Run faster. Leave it all on the concrete. This is your workout. This is where the change is made. Move effortlessly from the gym to the streets in the RVCA sports collection for men and women, featuring premium athletic shorts, leggings, tees and sports hoodies to keep it fresh while helping you reach peak performance.

Mens Sport Pants. Mens Sport Jackets. RVCA often accepts artwork from artists when they have it, rather than assigning work, allowing for ultimate creativity. While this means an unsteady paycheck for many artists, most prefer it that way as it allows them to focus on projects that inspire them. RVCA promotes odd hours for its artists. Apartments at RVCA's headquarters encourage night-owl behavior, when many of its artists are their most productive.

Tenore speaks of RVCA like a tangible being. That's when I started conceptualizing the artists network program ANP ," Tenore says as he paces the hardwood floor of a tastefully decorated room in the 70,square-foot Costa Mesa, Calif.

He doesn't look like a guy who could nurture a company into a brand with near cult status--maybe it's the chonmage of abundant curly black hair that bobs with every movement--but he had a vision. From conjuring up the idea to forming RVCA took nine months. We were connected and working with charities. Recognizable names in action sports--skaters and surfers--artists of all mediums, and musicians like Matt Costa and Modest Mouse are all part of the tribe.

While some are sponsored, dozens more are simply friends promoting the brand for free. But that young, hip vibe hasn't slowed down the apparel's movements. The clothing appeals to all age ranges with its edgy, original artwork. It seems everyone these days, from movie stars to young skaters, are seeking clothing that sets them apart, and RVCA's limited edition T-shirts and trunks seemingly help them do that.

They formed a quasi mosh pit billboard for RVCA. Another way RVCA gets into the public eye is by supporting charities, which has been a set policy from the start, given Tenore's humble beginnings. Against the Grain We know that selling a lifestyle, especially when it manages to blend Southern California surfer cool with iconoclastic bohemianism, can be successful.

But how often do you get a business that can turn a profit by producing a magazine, works of art, surf boards, skate gear, bicycles, and music; designing clothes from scratch; and sponsoring skaters, mixed martial artists, surfers, charity events and concerts around the globe? Almost never.

RVCA's own yin and yang. Tenore's affinity for all things binary shine through every aspect of the business, starting with its headquarters. It's laid out like an airy, art gallery labyrinth. It houses a sound-proofed recording studio, designers' room filled with old sewing machines and fabric swatches, and apartments for night-owl artists, musicians and athletes.

In the design room, dozens of square-inch T-shirts offer a one-year glimpse into the future of RVCA's catalog.