Who Owns RVCA?

RVCA was founded in 2001 by PM Tenore and Conan Hayes in Orange County, California. The brand's name is pronounced "rew-kah" and its philosophy centers on the "balance of opposites," a concept that integrates contrasting elements in design and culture. Tenore and Hayes built RVCA as a lifestyle brand that bridged surf, skate, martial arts, and contemporary art.

The brand launched its Artist Network Program (ANP) in 2002, providing a platform for established and emerging artists alongside RVCA's athletes. ANP Quarterly, a publication featuring art and culture content, launched in 2005. RVCA made its mixed martial arts debut in 2006 through a sponsorship with B.J. Penn. The Erin Wasson collaboration and RVCA Sport line launched in 2009.

Throughout the 2000s and 2010s, RVCA grew from a Southern California startup into a globally recognized lifestyle brand. The company sponsored athletes across multiple action sports and supported emerging artists through its ANP program. RVCA's products were sold through surf and skate shops, Nordstrom, PacSun, and fashion boutiques. The brand ranked sixth among apparel brands in an ActionWatch panel of approximately 250 boardsport retailers.

RVCA won the Surf Industry Manufacturers Association (SIMA) Men's Brand of the Year award five consecutive years, from 2010 through 2014. This remains one of the most recognized achievements in the surf apparel industry.

Billabong acquired RVCA during its expansion phase, adding the brand to its portfolio of action sports labels. At the time of the acquisition, Billabong stated that RVCA would retain its identity and creative direction under founder PM Tenore while gaining access to Billabong's sourcing, supply chain, distribution, and financing infrastructure.

When Boardriders (the successor to Billabong's corporate structure) was acquired by Authentic Brands Group in September 2023, RVCA became part of ABG's portfolio. ABG appointed Liberated Brands as the North American operator. In December 2024, ABG began reducing its licensing partnership with Liberated Brands, pulling licenses for RVCA, Billabong, and Volcom. On February 2, 2025, Liberated Brands filed for Chapter 11 bankruptcy protection.

ABG quickly transferred RVCA's North American wholesale license to Ethos Brands. Mark Tinkess, who had previously served as RVCA's general manager under Billabong, returned as president. The new RVCA team includes several former RVCA and Liberated employees, including Jonathan McCabe as VP of sales. Ethos Brands established a new office in Irvine, California. Summer 2025 was the first season that Ethos Brands was responsible for shipping.