RVCA DENIM

Given the importance of experiences over objects to the modern consumer, we felt it was crucial to not only tie RVCA denim to personalities and lifestyles, but also to the idea of the possibility of experiences being tied to the product.

It was also important for us to examine what denim means to RVCA and the RVCA brand dna. As a brand, RVCA has heavily referenced workwear, being self-described as “workwear with a fashion twist” or “modern heritage”, for this reason the final campaign had to echo these values to remain authentic. The strength of this approach for the RVCA brand is it’s versatility, which has been further strengthened over time with the Balance of Opposites tagline. The idea that RVCA with workwear as a starting point for each piece allows the consumer to apply their own interpretation, style and use. The product is stylish but still somewhat utilitarian, so that it serves the consumer and their lifestyle rather than forcing them into one.

Photography: John Bradford