Vida: The word means “a rare find” in Persian, “wisdom” in Sanskrit, “beloved” in Hebrew, and “life” in Spanish. But in fashion circles these days, it’s the name of a new label that’s using cutting-edge technology to turn digital images into wearable works of art.
Vida’s latest collection caught my eye because it features the work of two renowned travel photographers: Trey Ratcliff—the man behind the number-one rated travel photography blog, stuckincustoms.com—and Karen Hutton, a fine-art landscape photographer. I’m mesmerized by the scarf printed with Ratcliff’s shot of the Chicago skyline (see above); Hutton’s “Ancient Walkways” silk top (below) sends me back to my days living in Tuscany. Several other current designs evoke places as far ranging as the Sahara, Lake Tahoe, and Versailles.
This being a San Francisco-based tech start-up, Vida does things a little differently: They manufacture on demand, producing only as many items as they sell. They also provide literacy classes to the Pakistani workers who produce their goods. And their worldwide network of up-and-coming painters, sculptors, architects, and other artists who create the designs receive a cut of each sale.
You can even put your own best travel shot onto a Vida blouse—just upload a photograph onto the site’s designer platform, share your personalized webpage with friends, and as soon as you get enough pre-orders, Vida will manufacture the goods for you.
Like what you see? WendyPerrin.com readers can use the coupon code VIDAWP to get 20% off anything at shopvida.com through the end of the month.