We followed up with RVCA Founder Pat Tenore to find out more about his decision to stay with the brand and to find out about what’s next for RVCA.
RVCA has won Men’s Apparel Brand of the Year at the SIMA Image Awards for the past three years in a row and is nominated in the category again this year.
Why are you staying on with RVCA?
Pat Tenore: RVCA and I have the same DNA.
I founded RVCA with a vision of where it could go. We were the first to merge the art and fashion worlds into our boardsports industry without segmentation – we are the lifestyle brand. Blend in the culture of action sports and the inspirational power behind RVCA, and the opportunities are endless. We are just getting started.
How has RVCA been performing the past few years?
Pat: It’s no secret that the industry has had financial and directional challenges for several years. Yet RVCA has its own identity, which deeply connects with our community. It is and always has been original and you just can’t duplicate it no matter how much money you throw at athletes, marketing, and design – we lead through integrity and that cannot be bought.
The RVCA family is passionate and expanding. The result is double-digit growth since our inception.
We now have a platform that supports our opportunity both domestically and internationally.
What do you think will change for RVCA under the new Billabong leadership?
Pat: Distractions are being eliminated. Our support structure is solidified.
We have the dedicated resources necessary to go better not just bigger. We will grow our teams and invest behind them.
What are some key things RVCA plans to focus on this year?
Pat: RVCA being RVCA is our focus, to align with Neil’s (Billabong CEO Neil Fiske’s) vision for all brands – fewer and bigger. We are leaders in art and fashion and expect to be copied.
We have some events planned in a RVCA sty-lee that have never been done before. The demand generated will drive commerce – our retailers will be stoked.
Does the brand still have lots of room to grow internationally?
Pat: International opportunities are huge for RVCA.
We are in a few countries but really haven’t pushed. We know our following is rampant. When you hear of multiple scenarios where our goods are purchased at retail, brought to other countries and blowing out at double retail, you have got to mobilize.
We have a global plan and the first big launch is in the next 90 days / stay tuned.
