Philanthropy and community are woven into these endeavors as well as RVCA, and have been since day one. And while the man owns several rare luxury cars, he's been known to cruise around Costa Mesa in a minivan see: having three kids. In short, he's a good businessperson and a good dude.
Plus, he's got enough swagger to rock a gold tooth, tattoo sleeves, and a topknot on the regular. So who better to give the 10 Essentials treatment to? Here, his favorite things. It was originally given to her by someone she greatly admired and she was generous enough to pass it onto me. I used to wear it around my neck but the chain broke so I keep it on my dresser now.
On the Fourth of July they have a barbecue with lots of chips. The word itself means 'bold adventurer. About 10, people live in the town and sell clothes.
On the Fourth of July, they celebrate with balloons. The school nickname is the Hollister Pelicans. About 5 miles from the ocean. Most of the people there are doctors. On the Fourth of July, they have an orange festival. Most of the people there are in the hospitality business.
On the Fourth of July people celebrate the craft of T-shirt making. On the Fourth of July they have a big dancing festival. The school nickname is the Hollister Hustlers. Some day I'm going to go surfing in this sweater. Most of the people are mechanics or farmers. It's about a minute drive to the ocean.
On the Fourth of July people party hard and celebrate with lots of liquor. He'd accept skate and surf gear in exchange for the clothes he sold. RVCA often accepts artwork from artists when they have it, rather than assigning work, allowing for ultimate creativity. While this means an unsteady paycheck for many artists, most prefer it that way as it allows them to focus on projects that inspire them.
RVCA promotes odd hours for its artists. Apartments at RVCA's headquarters encourage night-owl behavior, when many of its artists are their most productive. Tenore speaks of RVCA like a tangible being.
That's when I started conceptualizing the artists network program ANP ," Tenore says as he paces the hardwood floor of a tastefully decorated room in the 70,square-foot Costa Mesa, Calif. He doesn't look like a guy who could nurture a company into a brand with near cult status--maybe it's the chonmage of abundant curly black hair that bobs with every movement--but he had a vision.
From conjuring up the idea to forming RVCA took nine months. We were connected and working with charities. Recognizable names in action sports--skaters and surfers--artists of all mediums, and musicians like Matt Costa and Modest Mouse are all part of the tribe. While some are sponsored, dozens more are simply friends promoting the brand for free. But that young, hip vibe hasn't slowed down the apparel's movements. The clothing appeals to all age ranges with its edgy, original artwork.
It seems everyone these days, from movie stars to young skaters, are seeking clothing that sets them apart, and RVCA's limited edition T-shirts and trunks seemingly help them do that.
They formed a quasi mosh pit billboard for RVCA. Another way RVCA gets into the public eye is by supporting charities, which has been a set policy from the start, given Tenore's humble beginnings.
Against the Grain We know that selling a lifestyle, especially when it manages to blend Southern California surfer cool with iconoclastic bohemianism, can be successful. He is after all a Melbourne lad, through and through. The name itself is a curiosity. How many times do you still l get asked how to pronounce RVCA? The power of the chevrons is its ability to simply explain the diversity of RVCA.
But it works because the common denominator across the board is creativity, and every advocate that RVCA supports has this aspect. How do RVCA approach collaborations? Via Platform, each month we produce a limited amount of t-shirts that showcase the work of one artist, and also do so in limited numbers to have that level of exclusivity with the product. Once again, it stems from the creative advocates involved with the brand who have a like-minded ethos.
Why these locations and what do they bring to RVCA? Byron Bay was our first RVCA retail concept space in Australia, and it made a lot of sense for us to showcase the brand in a town that has embedded in surf culture, but also supports the arts and is full of creatives.
From a product point of view, it has been a great space for us to trial different product and categories to gain meaningful insights.
Byron being such a tourist destination, it has also been a great driver in brand awareness with customers walking in who might have seen the brand, but had no idea what it was but then leave understanding the creativity of the brand and what it represents.
The Collingwood Corner Gallery is not a retail space, rather a stand alone gallery that we use as a vehicle to talk to the Artist Network Program, and continue its vision of having a platform to support artists to showcase their creative endeavors. It was such a success, we are annualising the event and looking to expand it to include different artists workshops and talks this September over the course of the month.
The Artist Network Program was founded on being a platform that gave back to artists and allowed a place for them to voice their creative growth — and the RVCA Corner Gallery has been a vital part of the brand being able to continue that here in Australia.
Future plans? Our RVCA Sport product distribution is extremely tight with our own DTC, and selected surf stores that we have controllable floor space to talk to the product and brand message.
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