So RVCA is a brand doing really cool stuff within their ANP or Artist Network Program, trying to infuse some real collaborative shit directly into their retail collection and bridge the gap between a traditional 'retail brand' and, well, you. The 'customer'. Whether you're a angry 15 year old ripper, middle-aged corporate sellout weekend warrior or vegan yoga longboard chick... RVCA always has something to match your vibe. Which is kind of unique and cool.
Oh and how they explain their weird-ass name. You let us know if you still don't get it after this supersolid piece of branding philosophy:
"THE RVCA NAME (PRONOUNCED: REW-KA) WAS DEVELOPED FIRST AND FOREMOST OUT OF THE "V" AND "A" = WHICH SYMBOLIZES THE BALANCE OF OPPOSITES AND HOW THEY COEXIST: NATURE X INDUSTRIALIZATION, WOMAN X MAN, PAST X PRESENT...FUTURE. TODAY. TOMORROW. LIFE."