RU-KA?

RVCA. You've probably seen or heard of this omnipresent skate brand before. If you live in SoCal then trust me, you have. Pronounced "ru-ka", this brand is closely associated with the infamous skateboard and surf culture (having their own skateboard and surf teams, yeah this is an understatement) and markets itself as an original combination of art, music, fashion and a modern lifestyle. Pretty cool brand to me. Now if you're probably wondering, "hmmm... where have I seen this RVCA brand before?" then wonder no more. Breakout hip hop artist SHWAYZE is one of their top endorsers.