RVCA
RVCA is a clothing company (or 'label') with a contemporary art focus. While producing a wide variety of clothing, RVCA is probably best known for its t-shirts featuring graphics from contempory artists. Similar companies include Volcom clothing and Ambiguous Industries, although neither have the same pure artistic focus as RVCA.
History
RVCA was conceived and founded by designer P.M. Tenore. The brand was officially launched with the later involvment of surfer Conan Hayes. Ed Templeton was the first artist to contribute graphics to the company.
Culture
While not explicitly an extreme sports company, RVCA is closely associated with skateboard and surf culture. RVCA clothing is often found in skateboard/surf specialty shops. RVCA sponsors both a skateboard and surf team. Because of its art focus, RVCA is also associated with the street grafitti subculture. RVCA is involved with various contemporary art galleries such as New Image Art Gallery in Los Angeles and the Luggage Store Gallery in San Francisco.
Name
RVCA is in fact Ruca (pronounced "rue-cuh"); the 'V' looking character is a 'U'. The 'U' is written in traditional Roman script, and thus appears as a 'V'. RVCA is sometimes pronounced "err-vick-uh", both purposely and ignorantly, due to this convention. "Ruca" can be translated as "clothng" in Greek, and it is believed the 'V' as 'U' convention arises from this Greco-Roman connection.
Contributing Artists (incomplete list)
Neil Blender, David Choe, Tommy Guerrero, Aaron Horkey, Carolyn Hwang, Jo Jackson, Mark Mulroney, Russ Pope, Deanna Templeton, Ed Templeton.
Current Skate Team
Cairo Foster, Ethan Fowler, Josh Harmony, Kevin Long, Leo Romero, Tony Silva, Ed Templeton.