RVCA, pronounced "Rooka", is the brainchild of company Founder and President, PM Tenore. As one of today's hottest action sports brands, RVCA is transcending the boundaries of traditional action sports apparel. RVCA is a design-driven lifestyle brand free from passing trends. For RVCA, it is 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.