BRAND: RVCA

SINCE: 2000

HOME BASE: Costa Mesa, CA

FOUNDED BY: PM Tenore

WHY WE COSIGN: When RVCA's creative director PM Tenore, founded the company back in 2000, he envisioned RVCA as more than purveyor of affordable, but fashionable clothing. He thought of this faux acronymic label as a combination of art, music, fashion and everything else that exemplified the lifestyle he was into. And, judging from not only their current collections, but all their side projects, we'd have to tip our hat and say mission accomplished. No Bush. This fall, RVCA is bringing two collections to racks and shelves: Their main collection will date back to the brand's skater and surfer roots, meaning less frills, more function. Along side that will be a collection designed by world famous surfer Danny Fuller. Yeah, they got cred by the boat load, skipper.

As we mentioned earlier, PM Tenore wanted to do more than push fabric. In addition to his clothing brand, he's also established RVCA's Artist Network Program (ANP)—a venture established to showcase the talents of accomplished and unknown artists who inspire the brand such as Danny Fuller, Barry McGee, and Leo Romero.

WHERE TO FIND IT: RVCA.

See below for pics from the Fall 2009 Collection...

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