RVCA is a lifestyle brand founded by PM Tenore in 1999. The name comes from the balance of opposites (pronounced "rew-ka") symbolized by the letters "V" and "A," which represents the coexistence of different forces like nature and industrialization, past and present, and man and woman.

RVCA is a design-driven brand that transcends traditional action sports apparel and is free from passing trends. The brand is brought together by a group of like-minded individuals from various subcultures who collaborate to create a lifestyle that combines art, music, fashion, and modern living.

PM Tenore's intention from the beginning has been to create a platform that combines art, music, fashion, and a modern lifestyle in an original way. The brand's Artist Network Program (ANP) was established to showcase the talents of accomplished as well as unknown artists who inspire our generation and push the boundaries of creative excellence. RVCA is redefining the way the market views art and fashion as represented through the balance of opposites.

RVCA is closely associated with skateboard, surf culture, Brazilian Jiu Jitsu (BJJ), and MMA. The company sponsors a skateboard and surf team and prominent BJJ competitors and MMA fighters. RVCA clothing is found in skateboard/surf shops and numerous other shops. Because of its art focus, RVCA is also associated with the street graffiti subculture and is involved with various contemporary art galleries such as KNOWN Gallery.