RVCA is actually pronounced roo-kah. The v is supposed to be a Greek v, which is actually pronounced as a u. Confusing? You haven't heard half of RVCA's story. Even when you go to the website its hard to get a meaning out of what RVCA stands for. When you search the net for a meaning, and find interviews with the companies owner on the subject the meaning is still vague. In east cost slang, Ruca means girl. In Indonesian slang Ruca means Cocaine, and Indonesian culture is very tight with surf culture. What does RVCA Mean? Hell if it know, and I don't really care. They make sick clothes like this cross town DJ sweater.