Fashion Brand Vida ‘Redefines Growth,’ Addresses Consumption

Waste not, want not. That’s the philosophy of Vida, a women’s wear e-commerce brand that blends on-demand manufacturing and mass customization to reduce waste and shift consumer ideology away from a quantity over quality lifestyle. Instead of instilling a desire within shoppers to perpetually indulge in the “buy-make-throw” model, the brand seeks to “redefine growth” and sets its focus on creating positive impact for artisans and communities. “Gone are the days when a selected few could act as gatekeepers and decide what our wardrobes and homes would look like. Today’s consumers want experiences over objects, originality over mass production, sustainability over waste and the opportunity to co-create and be a part of the process. The fashion industry can use a pivot from exclusive and mass to inclusive and original,” Umaimah Mendhro, founder and chief executive officer at Vida, told WWD. “The fashion industry has increasingly become synonymous with cheap, disposable clothing, inhumane factory conditions and global environmental waste. This has created a critical change in the collective consciousness of today’s generation of shoppers who are increasingly demanding unique, personalized experiences, quality over quantity and net-positive social impact.” Vida addresses the issue of consumption, an uncommon topic of discussion in the fashion industry.  Thomas

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