Vicarious by Nature and Viridian
It’s all in the understated fine details that differentiate Vicarious by Nature’s organic-cotton knits from the run-of-the-mill basics.
Using soft organic cotton, organic/recycled polyester and organic piqueacute;, men’s and women’s tees magnify fit and finishing, as seen in a slim-cut and a wider scoop neck for men’s tees and a slouchy relaxed fit for women’s tanks with raw-edge trim.
“We’ve been more focused on the fashion end. That’s just as important as the eco part,” said founder Devon Craycee. “If you can make anything out of cotton, you can make the same thing out of organic cotton is my take on it.”
Craycee started Vicarious by Nature two years ago with Dan Gobbelet. “I’m from Idaho, and a lot of guys that work with us are environmental guys. We grew up in the mountains. [Eco-consciousness] has always been an important aspect for me.”
The founders incorporate the nature theme throughout the line’s color story and graphics. Spring 2010’s palette was inspired by the “Jungles” episode of the BBC and Discovery Channel series “Planet Earth,” which documents the vibrantly hued birds of paradise in New Guinea. Graphics are taken from Northwestern Native American art.
Earlier this year, Craycee launched a little-sibling line of basics with lower price points under the name of the parent company, Viridian. Both Vicarious by Nature and Viridian are produced in Los Angeles using the strict European Global Organic Textile Standard (GOTS) certification, which ensures that the garment is made from organic fabrics and constructed in an eco-friendly factory that offers fair wages. Some of the items are produced in China using certified organic cotton.
Vicarious by Nature has been sold to stores such as Neiman Marcus (men’s department); Villains Vault in San Francisco; Lizard Lounge in Portland, Ore.; and The Hub in Scottsdale, Ariz.
Wholesale price points range from $18 for organic-cotton/recycled-polyester women’s tees up to $36 for a dress. Men’s tees start at $18 for an organic-cotton solid crew-neck tee and go up to $38 for an organic-cotton sub-yarn-dyed zip-up jacket. For more information, call Viridian Design Group at (310) 955-7420.—Rhea Cortado
