CHECKING IN WITH ... PM Tenore:

A tour of the RVCA (often pronounced “RUCA,” which sounds like “Rooka,” to reflect the brand’s balance of yin and yang, or opposites) clothing company offices on the Westside makes you feel like you’re eavesdropping on a warehouse for an artists colony. But you know what’s even cooler? PM Tenore, RVCA’s chief executive and founder, recently visited with President Obama as part of the White House’s rollout of its plan to revitalize small businesses.

OK, first things first: You just visited with President Obama at the White House. Tell us all about how that came about and what you told the president.

I was contacted by an executive member of President Obama’s staff. He called me, and at first I thought it was a joke. He then followed the phone call with an e-mail, and I realized the phone call was legitimate when the e-mail arrived and it had a dot-gov address. The format for the meeting really didn’t provide an opportunity to ask any questions or share concerns. I was able to meet Obama and shake his hand, which was an honor.

What do you think of the president’s plan to help revitalize small business?

I feel like he is paying attention to small business, which is great — not just big business and big-money interests. It really feels like everyone does have a voice and it is being heard by the current administration.

Tell us a bit about your company, RVCA. When did you start it and what do you sell?

RVCA started in 2001 in Costa Mesa in my garage. RVCA has always been a platform for the subcultures that we are interested in. The commerce side is wholesale apparel, but most important is the lifestyle and integrating the subcultures that we are passionate about into the brand.

What do you think is the secret to your success?

I have been fortunate to have been surrounded by amazingly talented people — from the artists, musicians and other advocates that we work with to the incredible RVCA family. The secret to success is having a strong team of like-minded individuals working together and the support of my family.

Are you going to keep up a correspondence with the White House on small-business issues?

If I am fortunate enough to be asked again I will.

Your company stresses the importance of art and fashion. Who are some of your personal favorite artists and why?

I am into all genres of art. Original street art is a passion of mine, not necessarily campaign art or propaganda, but true street art. I really appreciate the work of Barry McGee, CR Stecyk, AWR/MSK of Los Angeles and Phil Frost. At the same time I am always open-minded to what may come down the road, there are so many talented artists out there. Since day one of RVCA, it has been our goal to provide a platform for the artists we have relationships with — to give back to them and the community in any way we can.

City Editor PAUL ANDERSON may be reached at (714) 966-4633 or at [email protected].