Pat Tenore has revealed his eponymous label, ending months of speculation over the RVCA founder’s next act.
While the label’s launch on Tuesday was largely expected, given its October trademark filing and subsequent teasing of the brand this year on social media, little had been said on how the new brand would be positioned.
On first glance, Tenore’s next act looks a lot like the designer and entrepreneur’s first, right down to a Costa Mesa, Calif. headquarters office not far from RVCA’s former space. However, unlike RVCA – owned by brand management firm Authentic Brands Group – Tenore debuts as an independent label.
The first drop includes men’s and women’s T-shirts, crewnecks, bottoms, boardshorts, headwear and totes. The range retails from $28 for a tote with the Tenore logo to $118 for sweatpants.
The company calls itself a lifestyle brand focused on producing “timeless apparel.” It’s also, much like Tenore’s previous endeavor, positioned across a spectrum of communities and interests, including martial arts, boardsports, street culture and art, according to the company’s site.
Strong Backing
Tenore notably rolls out with the backing of high-profile athletes, including Lisa Andersen, Billy Kemper, Kelia Moniz and Noah Beschen among several others appearing in marketing materials at launch.
“So excited to be a part of such a pure brand/team/family,” Beschen said Tuesday in an Instagram post.
His father, Shane Beschen, offered his own take on Tenore in the context of the broader action sports industry.
“Psyched to see the launch of [Tenore],” the former pro surfer said in an Instagram post. “In the current landscape where non-endemic, corporate companies have taken over the industry, it’s refreshing to see visionaries like [Pat Tenore] are stepping up and creating something authentic, creative and from the heart.”
Tenore left his previous brand in September as part of a round of layoffs at RVCA. The cuts followed Authentic’s close on its $1.3 billion acquisition of RVCA’s former parent Boardriders earlier that same month.
Tenore’s motivation for starting the label is perhaps further explained in the quote from him on his new company’s site: “Generational leaders confront change, no matter the risk, they refuse to stay silent or follow without question.”
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