Ashley Smith takes us back to her roots in Austin for a week during the SXSW music festival.
RVCAcaravan | PR x FL
The RVCA skate team caraVAn through Puerto Rico & Florida
Find out more about
Ask 10 people what the RVCA brand (pronounced ruu-kah) is about and you’re sure to get 10 different answers. For a company that prides itself on designing the most artistic men’s t-shirts and women’s t-shirts, hoodies, shirts, jackets, board shorts and accessories, they do an amazing job of shrouding their image in mystery. Well, not exactly a “mystery” per se, but this leading California lifestyle brand prefers that their fans come to their own conclusions.
For example, RVCA’s Facebook page states that they’re “about today, tomorrow and life as the big picture. It is about inspiring our generation, providing something of substance and culture and above all doing it with integrity and as a united family, a close-knit community.” RVCA’s custom art screened t-shirts and specially detailed zip-up and pullover hoodies have the power to set you apart with serious distinction.
So how exactly did RVCA become one of the leading men’s and women’s lifestyle brands? It all started with one man’s epic vision. As the brainchild of company founder and president, PM Tenore, RVCA initially sought to transcend the boundaries of traditional action sports apparel. At its core, RVCA would be a clothing brand for surfers, skaters, artists and musicians -but would ignore the flash and bling that dominated the early 2000s.
Instead, RVCA and its Artist Network Program (ANP) developed groundbreaking designs considered as wearable art. In fact, RVCA was one of the first lifestyle clothing brands to incorporate original paintings and illustrations as photographs as the focal point for their avant-garde clothing line. The artists they initially worked with were themselves unknowns, but amped to push the boundaries of creative expression.
Fast forward to present day and RVCA’s unconventional designs are still enticing near riots with every new launch. Fans around the globe can’t get enough of the brand’s understated sense of cool. Slim, tailored cuts dominate the men’s line, often times with organic and recycled materials.
RVCA’s women’s line is just a ferociously popular, with feminine, slinky silhouettes and bold art screens proclaiming the fun and adventure of a life inspired by the streets.
As you might expect, RVCA’s roster of brand ambassadors do their own unique to part to add inspiration to the trendsetting designs. With cult characters such as surfers Christian Fletcher and Danny Fuller, and rocker Mickey Avalon, their rebellious and rambunctious antics often weave their way into the designs. You’ll see this in the details, such as the way the Weekender Shorts are offered in a variety of dark and dramatic colorways, or the way the Vagari Maxi Dress attracts attention with an asymmetrical band of fringe.
We don’t mean to brag, but PacSun was one of the first to promote RVCA. We could tell even from their very first collection that they were on to something big. (Genius attracts genius, you know.) And to show our appreciation, RVCA gives us a ton of exclusive designs. So not only can you get many of RVCA’s newest styles here first - you won’t be able to get them anywhere else!
Established to promote the genuine integrity of RVCA's subcultures while simultaneously giving back to the community, RVCA in essence is redefining the way the market views art and fashion as represented through the balance of opposites and how they coexist: water, oil; air, land; destruction, industrialization; art, science; foreign, domestic; order, chaos; past, present. RVCA clothing for men, RVCA clothing for women – all here at PacSun.