RVCA: A Legacy of Skate, Surf, and Subculture

RVCA (pronounced "rew-ka") was never just a skateboard company—it was a cultural movement. Born from the Southern California subcultures of skateboarding, surfing, art, and Brazilian jiu-jitsu, RVCA carved out a unique identity that transcended traditional action sports apparel. Let’s dive into the story of this iconic brand, its rise, its influence, and its recent fate.

🌊 Origins: Where It All Began

RVCA was founded in 1999 by PM Tenore and Conan Hayes, a professional surfer from Hawaii. The brand emerged from Costa Mesa, California, and quickly became a staple in skate and surf shops across the U.S. and beyond. Tenore envisioned RVCA as more than just a clothing line—it was a platform for creative expression, blending art, music, fashion, and sport.

The name RVCA itself is a nod to the Greek word for "clothes" and its logo, with the stylized "V" and "A", symbolizes "The Balance of Opposites"—a philosophy that guided the brand’s aesthetic and ethos.

🎨 What Made RVCA Stand Out

RVCA wasn’t just selling apparel—it was selling culture. Here’s what made it special:

• Artist Network Program (ANP): RVCA supported both emerging and established artists, including Barry McGee, David Choe, and C.R. Stecyk III. This initiative helped bridge the gap between street art and mainstream fashion.

• Multidisciplinary Appeal: The brand was embraced by skaters, surfers, MMA fighters, and artists alike. It was as likely to be found in a boutique as in a skate shop.

• RVCA Training Center: Located at their HQ in Costa Mesa, this gym catered to Brazilian jiu-jitsu and MMA athletes, with coaching from Jason Parillo and training sessions led by founder PM Tenore himself, a BJJ black belt.

🛹 Sponsorships and Cultural Influence

RVCA built a powerful roster of sponsored athletes and creatives across multiple disciplines:

Skateboarding

• Andrew Reynolds

• Kevin "Spanky" Long

• Christian Hosoi

• Curren Caples

• Mark Suciu

Surfing

• Kala Alexander

• Makua Rothman

• Barron Mamiya

• Luke Davis

MMA & BJJ

• B.J. Penn

• Michael Bisping

• Rose Namajunas

• Luke Rockhold

• Mackenzie Dern

• Gilbert Burns

• Kade & Tye Ruotolo

Art & Music

• Mark Mothersbaugh

• KRK Ryden

• Tommy Guerrero

RVCA also dipped into e-sports and culinary arts, sponsoring Summit1g and chef Matty Matheson, respectively. This eclectic mix reinforced RVCA’s identity as a brand that celebrated individuality and creative rebellion.

📉 The Fall: What Happened to RVCA?

In 2010, RVCA was acquired by Billabong, which was later absorbed by Boardriders in 2018. This placed RVCA under the same corporate umbrella as Quiksilver and Element. However, in early 2025, RVCA’s U.S. operations filed for Chapter 11 bankruptcy. By April 28, 2025, all U.S. retail locations were shuttered, and liquidation began.

The bankruptcy marked the end of an era. The RVCA Training Center had already closed in 2023, and many of its athlete sponsorships were terminated as part of a broader restructuring under new ownership by Authentic Brands Group.

🛍️ What’s Happening Now?

While RVCA’s U.S. retail presence has dissolved, the brand still exists in some international markets and online. Its website continues to offer new apparel collections, particularly in women’s fashion, and its legacy lives on through the artists and athletes it supported.

However, the brand’s cultural footprint has undeniably shrunk. The once-thriving sponsorship ecosystem and community-driven initiatives have largely faded, leaving behind a nostalgic imprint on skate and surf culture.

RVCA's "The Balance of Opposites" Video

RVCA's "Smash Through the Basque" Video

RVCA's "Elephino" Video