RVCA was founded in 1999 by Pat Tenore and Conan Hayes, a professional surfer from Hawaii. RVCA is closely associated with skateboard and surf culture; the company sponsors elite professional skateboard and surf teams.
The philosophy behind RVCA, pronounced "roo-ka," is to create an integration of different subcultures within one platform. The RVCA line of clothing and accessories represents a collaboration of individuals from these various subcultures. Founder PM Tenore's intention was to develop sports apparel that was non-traditional and defied trends.
