RVCA
| Headquarters | , United States |
|---|---|
Key people | PM Tenore and Conan Hayes |
| Products | Clothing |
| Parent | Billabong International Limited |
| Website | www |
RVCA (pronounced: roo-kuh) is a clothing company based in Costa Mesa, California.[1] The logotype for RVCA portrays the letter A without a crossbar. This leaves it looking like a lambda.The 'V' looking character in RVCA's name 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. Occasionally, RVCA is written in a different script or appears in art where it is clear that the true name is 'Ruca'. 'Ruca' can be translated as "clothes" in Greek , and it is believed the 'V' as 'U' convention arises from this Greco-Roman connection. However, the closest anglicization of the Greek word for "clothes" (ρούχα) would be roúcha. Ruca is also slang for "chick" or "babe" when referring to an older woman in Spanish.[citation needed] RVCA is owned by the Australian company Billabong.
History
RVCA was founded by PM Tenore and professional surfer Conan Hayes.[2][3][4] Billabong International Limited purchased RVCA in July 2010.[5]
Culture
RVCA is closely associated with skateboard and surf culture; the company sponsors a skateboard and surf team. RVCA clothing is found in skateboard/surf shops and numerous other shops. B.J. Penn, sponsored by RVCA, used to wear his RVCA trunks for major UFC events, until RVCA was banned from the UFC. After being banned, possibly due to RVCA sponsoring Fedor Emelianenko Strikeforce/M-1 Global, UFC rival promotions, RVCA once again is an accepted UFC sponsor and sponsored BJ Penn in his fight at UFC 112.
Because of its art focus, RVCA is also associated with the street graffiti 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 Established to promote the genuine integrity of RVCA's subcultures while simultaneously giving back to the community.
Sponsored artists
Among the artists sponsored by RVCA as part of the Artist Network Program (ANP) are Mark Mothersbaugh, Barry McGee, C. R. Stecyk, III, David Choe, Kelsey Brookes, KRK Ryden, and Tommy Guerrero.[6]
Surf team
- Matt Archbold
- Makua Rothman
- Daniel Jones
- Dino Adrian
- Ford Archbold
- Kalani David
- Alex Knost
- Danny Fuller
Skate team
MMA fighters
References
- ^ Gomez, Alisha (July 19, 2010). "Billabong Strikes Deal for Rvca, Avoids Bidding War for Retailer". Orange County Business Journal. 33 (29): 1.
- ^ "Conan Hayes Launches Ruca". Transworld SURF. June 4, 2001. Retrieved October 4, 2011.
- ^ "Keeping Up with the Hayeses, and the Joneses". Surfer. July 22, 2010. Retrieved January 24, 2012.
- ^ Yen, Yii-Wyn (December 6, 2004). "Carving Out A New Market Space". Sports Illustrated. Retrieved January 24, 2012.
- ^ "Company History". Billabong. Retrieved 10 September 2012.
- ^ "ANP Artists". RVCA. Retrieved September 10, 2012.