Most brands you find on the market nowadays are committed to a making a profit and spreading their label, but what happens when you take the designs of many and steer the fashion industry in an inventive direction? VIDA is one example. The brand is dedicated to bettering the world, revolutionizing commerce, promoting art and making fashion accessible and innovative.
“My background and experiences from rural Pakistan to Boston inspired me to create a collaboration that tells the story of the rich interconnected world that we live in,” Umaimah Mendhro, founder and CEO of VIDA, told Dailybreak. “I wanted artists and makers from around the world to be given the chance to come together and create beautiful, artful products that are made in a responsible way.”
Acting as a liaison between artists and global manufacturers, VIDA seeks out artists like “photographers, painters, sculptors, calligraphers and more” from around the world and commission their designs into scarves, blouses, home goods and whatever else their manufacturers can come up with. Mendhro tells us that women’s athleisure wear, yoga accessories and small leather goods are on the horizon.
After uploading designs, these creatives curate collections and instantly have a branded page they can outsource as a type of portfolio (and get 10 percent of the net sales from products featuring their patterns), and makers have a job to do.
Besides giving artists a unique platform, Mendhro said VIDA is working to “break the chain of poverty” that typically follows the textile industry in third-world countries. Beyond simply keeping factories up and running, VIDA offers literacy programs within its shops around the world, and simply creating opportunities in developing nations is what gives VIDA products lots of value.
“We wanted artists and makers from around the world to be given the chance to come together and create beautiful, artful products that are made in a responsible way,” Mendhro said. “We created a commerce platform that not only connects artist and designers with manufacturing resources and conscious consumers, but helps give back to those who make our products by giving them the gift of education.”
If VIDA sounds like a brand you wouldn’t mind throwing some money toward, take a look through some of what they have to offer. And if something catches your eye, use code DAILYBREAK25 for 25 percent off your order!