If you shop at skate or surf shops, you’ve probably noticed the RVCA logo everywhere—on hats, tees, and racks of boardshorts. But lately, rumors have been swirling that RVCA might be going out of business. Here’s what’s actually happening, and why RVCA fans shouldn’t panic.
So—Is RVCA Really Shutting Down?
Let’s clear this up right out of the gate: RVCA itself is not shutting down. The brand is alive and remains part of Authentic Brands Group, a major player in the world of clothing brands. But if you’ve spotted some store closings or “going out of business” sales, you’re not imagining things. Something real is happening, just not to RVCA as a whole.
Wait—What’s Going On with RVCA Stores in North America?
Here’s where a bit of business backstory helps. For years, RVCA’s North American stores—plus a bunch of their wholesale, online, and behind-the-scenes stuff—were run by a company called Liberated Brands. Liberated is (or was) more than just a retail partner: they officially held the license to run RVCA’s business in the U.S. and Canada, alongside other big names like Volcom and Billabong.
Then, in early February 2025, Liberated Brands filed for Chapter 11 bankruptcy. This isn’t the first time a big brand’s operator or licensee has hit tough times, but when it happens, things get messy for stores and fans.
Why Did Liberated Brands Go Bankrupt?
This part actually matters for anyone watching what might happen next with RVCA. The reason for Liberated Brands’ bankruptcy is pretty specific. Authentic Brands Group, which owns RVCA, decided to end Liberated’s rights to license and sell RVCA in North America. The reason? Liberated apparently failed to meet some terms in their licensing agreement—basically, they didn’t hold up their end of the business deal.
Once Authentic Brands Group pulled the plug, Liberated was left without legal rights to keep running RVCA stores or selling their products here. And with the main part of their operation gone, bankruptcy was pretty much the only move left.
How Does This Affect RVCA Stores and Shoppers?
You might’ve already seen the most visible impact: big store closing announcements. As of now, all 122 Liberated Brands-operated stores in North America are holding closing sales and winding down for good. That includes physical retail in malls or shopping centers, as well as any online shops previously handled by Liberated.
If you’re used to shopping for RVCA gear at your local mall or a particular online store, you might notice some gaps or weirdness for a bit. These closures won’t be reversed.
But don’t panic—this doesn’t mean RVCA clothes and products are disappearing forever. The closures are a short-term hiccup tied to one specific company’s situation, not the end of the RVCA brand or its products in North America.
Does This Mean RVCA Is Still Around?
Absolutely. RVCA as a brand has a global presence and is owned by Authentic Brands Group—often shortened to ABG. ABG controls a sprawling collection of well-known brands; losing an operator in one region doesn’t wipe out RVCA itself.
ABG has already stepped in to sort things out and make sure RVCA gear can still be found by North American shoppers. The brand hasn’t missed a beat when it comes to production, design, or relationships in other areas like Europe, Australia, or Asia.
So, if you have friends in other countries who wear RVCA, they’re not affected by what’s happening with North American stores. The impact is mostly about where and how Americans and Canadians get their hands on the goods.
Who Owns RVCA Now, And What Happens Next?
There’s no change of hands here—Authentic Brands Group has owned RVCA for a while, and that’s not shifting. What is changing is who runs RVCA’s North American business.
The ABG approach is to license their brands out. So, instead of manufacturing and retailing everything themselves, they partner with other companies that handle the local nuts and bolts. When a licensee can’t keep up, ABG simply picks a new one.
Now that Liberated Brands is out, ABG is already transferring RVCA’s license in North America to new wholesale and retail partners. This is something they’ve done before with other brands, so while there’s some chaos for fans and shop owners, it’s not a new playbook for them.
What Does This Mean for People Who Want to Buy RVCA?
For shoppers, here’s the main takeaway: You’ll still be able to get RVCA clothes, just not through the same stores or online shops run by Liberated. Some gaps might appear in inventory or store locations for a few months, but the intention is to restore normal distribution as new wholesale partners come onboard.
If you’re used to walking into a dedicated RVCA store, you might need to look at other shops that carry RVCA products, or wait for the new licensee’s retail plans to kick in.
Wholesale partners mean that RVCA products will keep showing up in surf shops, skate stores, and other multi-brand retailers—just with a different distribution network behind the scenes.
Are There Global Impacts?
Not really. Outside North America, RVCA’s business model and product flow are humming along like usual. The changes, store closings, and bankruptcy are issues unique to the U.S. and Canada because Liberated Brands was only RVCA’s licensee for those territories.
Fans in places like Australia, Japan, or Europe don’t have to worry about their local RVCA stores or events vanishing anytime soon.
What Happens to The Rest of Liberated Brands?
Liberated Brands wasn’t just handling RVCA. They held license rights for several other big-name surf and action sports brands—Volcom, Billabong, Element, and so on—in North America. Authentic Brands Group made a big move by nearly simultaneously terminating licenses for all these brands, meaning that Liberated has lost their entire group of North American operations in one swoop.
That’s why the bankruptcy is so sweeping and immediate—there wasn’t anything left for Liberated to legally distribute, operate, or sell in North America.
Their stores and trademarks will close or be reabsorbed, while the brands themselves carry on under new partners as ABG lines up replacement licensees.
So, What’s Next for RVCA’s Operations in North America?
That’s the big question for retailers, fans, and even employees whose stores are closing. ABG has said they will move fast to transfer licenses to strong wholesale and retail partners. We can expect to see major surf, skate, and department retailers continue stocking RVCA products, with only a temporary pause during the handover.
The “new” RVCA stores could look pretty similar to the old ones, but with different operators at the helm. Or, depending on how ABG and their new partners choose to run retail, RVCA could shift more focus to third-party shops and e-commerce.
ABG generally prefers to license out rather than directly manage stores, so RVCA’s brand will keep showing up—just now through whoever wins the new rights.
If you want to keep an eye on these kinds of changes, there’s a pretty good roundup and insights on licensing shifts like this over at serabusiness.com.
What About RVCA Online?
The bankruptcy impacts Liberated’s control of RVCA.com and other official online outlets in North America, but those will transition too. Official web shops will go offline for a bit or switch hands, and then come back under whoever gets the new license.
During the transition, you’ll still find plenty of RVCA on multi-brand e-commerce sites, and the global brand’s social accounts will keep posting new collections.
If You’re a Fan—Should You Be Worried?
Honestly, no. While store closings are tough and there might be some short-term confusion, RVCA’s story doesn’t end here. This is more of a business reshuffling than a brand collapse.
Lots of major consumer brands have rolled through changes like this—especially as licensing gets more common and retail faces new challenges.
If you love RVCA’s designs, art collabs, or “Balance of Opposites” attitude, nothing is being stopped on the creative front. Products are still being made, the brand is still global, and new partners will soon make sure your favorite shops are back in the mix.
Final Thoughts: RVCA’s Not Going Away—Just Switching Gears
Rumors about RVCA “going out of business” are fueled by a real and visible shakeup, but the truth is solid. RVCA remains a strong brand under Authentic Brands Group, with global reach and plenty of new product in the pipeline.
The closures, layoffs, and store sales mostly reflect a rocky ending for Liberated Brands, not an end for RVCA. ABG’s strategy is to keep the brand moving forward with better aligned partners, making sure shoppers can find RVCA—just with a new business setup.
So, if you’re wondering about the fate of your favorite RVCA gear, you can breathe easy. Things will look different in the short-term, but RVCA’s not disappearing. You’ll just need to check your usual shops and keep an eye out for the next chapter from this fan-favorite label.