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It is about inspiring our generation, providing something of substance and culture and above all doing it with integrity and as a united family

We’re all becoming experts at stalking the Internet. We do it on facebook. We do it on twitter. We do it by googling anything and everything. So if your “brand” isn’t authentic, we’re gonna find out and you’re gonna get slammed. We’re not gonna buy your stuff and we’re gonna tell our friends. Don’t try to fake us out cause it just won’t work.

The day of the “trumped-up” brand is dead. In other words, it’s all about authenticity. Take apparel company RVCA for example. Pronounced rvca_logo“Roo – kah”, RVCA is more than a clothing company, it’s a movement, it’s a culture, it’s a lifestyle. Founder PM Tenore’s vision was to¬†create a subculture of like-minded individuals by showcasing the talents of inspiring artists.”

And RVCA’s culture is really for real. They actively engage and build upon art, music, fashion, action sports, mixed martial arts (MMA), etc. RVCA’s website states, “it is about today, tomorrow and life as the big picture. It is about inspiring our generation, providing something of substance and culture and above all doing it with integrity and as a united family.”

The result is a RVCA philosophy that’s now a $50 million a year reality. Tenore has created a lifestyle that people want to be a part of, myself included. But more importantly, by staying true to his roots, Tenore has created his own story and laid a blueprint for others to follow: Be real. Be authentic. It’s the only road to success.

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