Rumors Swirl Around New Brand from RVCA Founder Pat Tenore

Forget about a quiet exit for RVCA founder Pat Tenore. 

Rumors are reaching a fever pitch around a comeback for Tenore with an apparel label and trademark application for a brand bearing his last name having surfaced. That would come on the heels of Tenore’s September ouster from the brand he started in 1999.  

Former RVCA-sponsored surfer Billy Kemper, who joined the team in 2020, added to the chatter by recently making it clear he backs a Tenore-led brand. The pro surfer also confirmed in November he would not renew his contract with RVCA.

Kemper posted photos of himself this month at a surfing event wearing the label “Tenore” on boardshorts, a T-shirt and hat. His surfboard also bears the name of the brand. 

“Sad to see this day come, but I’ve decided for my own good to part ways with RVCA,” Kemper said on Instagram last month as he thanked individuals such as Tenore. “It’s unfortunate that only a few of us were even offered a contract to stay with a brand that was built with team effort, guided by the one and only [Pat Tenore]. That being said, without him, there’s no leadership and with no leader, there’s no tribe. He’s someone who has earned his respect from everyone and connected different cultures with passion and dignity.” 

Tenore was part of a layoff round that hit RVCA and other Boardriders brands in September and October after New York brand management firm Authentic Brands Group’s acquisition of the businesses. Boardriders consists of a surf and skate portfolio that includes RVCA, Element, Billabong, Quiksilver, Roxy and DC Shoes, in addition to other brands.

The new label seen on Kemper follows the October filing of the Tenore name with the U.S. Patent and Trademark Office. The owner is a Delaware corporation called Parre Inc., with a Santa Monica post office box, according to the pending application.

The filing covers several categories: tops, joggers, shorts, socks, shoes, beanies, jewelry, fragrances, eyewear, wetsuits, mouth guards, boxing gloves, boxing bags and other boxing and martial arts equipment. 

It’s a mix close to RVCA, which built a following with its crossover into art, fashion, boxing, MMA and surf. 

Parre’s ownership is not public, with businesses registered in Delaware able to keep officers’ names private. The attorney who filed the trademark paperwork is from the law firm Brand Counsel, whose publicly-listed clients include Gardena screen printer DecoPress, Los Angeles streetwear brand Carrots by Anwar Carrots and New York brand agency Combo.

Tenore’s name is nowhere in the trademark paperwork, save for the actual brand name.

However, Kemper more than hinted at something brewing from the Tenore camp in his announcement on the RVCA contract. 

“I’m really excited for this next chapter of building a tribe with respect and teamwork from many different cultures,” Kemper added in last month’s Instagram post. “[Pat Tenore], it’s time to shine and remind the industry there’s only one PM Tenore!” 

Tenore already made waves with a RVCA farewell tour of sorts. His July exhibition called “Exit Through the Surf Shop” featured art previously decorating RVCA headquarters. Tenore let the show’s flyer art featuring some of the surf industry’s oldest brands set on tombstones do the rest of the talking.