A design-driven lifestyle brand free from passing trends. That's the idea behind P.M. Tenore's brainchild, RVCA, a clothing label that creates pieces that look just as natural on the racks of your local skate shop as they would on the shelves of an emerging designer boutique.

Translation: you'll find lots of denim and graphic tees. But what sets RVCA apart from other brands running a similar game is the fact that well-known contemporary artists, like professional skater Ed Templeton, lend their work to the designs. The result? A collision of subcultures that combines art, music, fashion and a modern lifestyle in an organic way that feels fresh and effortlessly cool.

Their look book for summer is filled with the kind of easy, breezy pieces for guys and girls that scream lazy Sunday. Relaxed button down shirts feature eye-catching plaids; simple knit dresses look perfectly paired with beat up old Chucks; artistic graphic t-shirts feel miles away from the standard issue fare at Urban Outfitters. Forget about flavor of the moment; these are the kind of duds you live in.

This fall VASF, the first RVCA flagship store, opened at the corner of Haight and Ashbury—go figure—and in addition to showcasing merchandise, the space is also used to exhibit special product collaborations and new work from local emerging artists. Check out the fun photos from a Collectors Circle gallery event we held there last month by clicking here, and then head over to the Haight yourself!

VASF is located at 1485 Haight Street, (415) 701-7822.

- Caroline Stanley

Similar Topics:art, event, fashion

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