Content area
Full Text
APPAREL: Hip brand shuns buyout; art focus
Costa Mesa-based Rvca Clothing has what all skate and surfwear makers want: serious buzz.
Teens from trendsetting Orange County and across the country are raving about the company's mix of fashion, art and music, said Dave Hollander, president at Torrance-based surf shop operator Becker Surfboards.
Even parents-teens cover your ears-can't get enough of the garb.
"I know plenty of older guys that wear it," Hollander said. "It's like the cool brand that everybody wants to wear."
Rvca-pronounced Roo-kah-is big on cachet. But it's still fine-tuning its operations and looking to grow its business. Company officials won't divulge numbers. The Business Journal estimates yearly sales in the $5 million range.
The company started in 2001. Cofounders Conan Hayes, a professional surfer, and Pat M. Tenore launched Rvca from Tenure's Costa Mesa garage.
It was something the two wanted to do for some time.
They'd chat about the idea when Hayes stayed at Tenure's house during his time on surfing's World Championship Tour. Hayes eventually turned down a professional surfing contract to work on Rvca.
They came up with "Rvca," a series of symbols and chevrons meant to represent the balance of opposites and how everything coexists, Tenore said.
"I didn't mind name confusion because Rvca is a lifestyle and a culture-not just another brand on the shelf," Tenore said.
Tenore, who lives in Newport Beach, said he didn't want Rvca to be seen as the typical action sports label, which often has design constraints.
He positioned Rvca as a lifestyle brand rooted in American work wear with fashion influence. Think denim jeans with cool washes and a men's belt with pin stripes and a...