Vida The Label's story

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At Vida the Label, I create and produce unique handmade clothing that is made to be beautiful, thoughtful and versatile. Designing original and sustainable pieces for you in the most honest way I can is a commitment I am proud to uphold.

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Vida’s journey started when, at 16, I wanted to create one-of-a-kind pieces for myself to wear. This quickly expanded into a desire to combat the harmful effects of fast fashion. What began as a small initiative for some extra holiday cash has now grown into a sustainable, slow fashion brand. Starting from just my friends and whanau borrowing my pieces, to now an online store that sells nationally. 

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The name Vida the Label is a tribute to my great-grandmother, Vida Bell, a skilled seamstress who spent her life sewing beautiful garments for those she loved. Her dedication to craft lives on in each piece I make today, but with a modern twist: sustainability at the core. "Vida" also means "life" in Spanish, representing the essence of what we aim to celebrate—life in its purest, most thoughtful form.

 

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Commitment to Slow Fashion

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When you purchase from Vida the Label, you’re making a decision to support the slow fashion movement. Slow fashion means garments are made mindfully and with purpose, rejecting the overconsumption and harmful fast fashion model. Every item created is handmade by me, locally in Aotearoa, ensuring quality over quantity.

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Why Sustainability Matters to Vida

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We understand that the fashion industry has a significant impact on both the environment and society. Expecting people to stop buying clothes altogether isn’t realistic — but choosing to support ethically produced brands like Vida the Label is a form of self-awareness and a meaningful way to protest against fast fashion.