Lyndsey Butler On VEDA's Leather Roots
Ask Lyndsey Butler the CEO and Creative Director of VEDA what it takes to succeed as a contemporary brand and she'll tell you that consistency is key.
Our studio visit with the talented designer further demonstrated that consistency is clearly a huge factor in VEDA's own success so far. For Lyndsey it's all about striking a balance between what is enduring while allowing room for evolution. She even told us, "At our core we remain true to our leather roots. That is where every collection starts and even though we have branched out into a wider range, leather is still throughout the line."
Having participated in our LA show we were excited to speak with Lyndsey about VEDA's brand origins, her advice for fellow designers, useful feedback she's received from industry professionals and what she's assembling daily. Read on for more from our morning with Lyndsey at VEDA's expansive downtown studio and visit The Style Line for a follow-up portion of this feature.
Please introduce yourself!
I'm Lyndsey Butler, CEO and Creative Director of VEDA. Outside of work I spend a lot of time by myself – recharging and being inspired. I see a lot of movies, I read and look at art.
Tell us more about VEDA’s story and how the brand has evolved from its staple leather jacket to a wider apparel collection. What have been some of the biggest milestones for you as a designer so far?
At our core we remain true to our leather roots. That is where every collection starts and even though we have branched out into a wider range, leather is still throughout the line. Our first NYFW presentation was a big milestone and still working with retailers that I admired or had shopped at before launching VEDA is always so cool.
We love that VEDA has remained consistent in terms of both the brand's point of view and aesthetic. What advice would you have for fellow contemporary designers who may be struggling to establish a distinct point of view while allowing room for growth?
Consistency is key and then being able to balance that with the right amount of newness each season.
How did you first connect with Brand Assembly and what has been the most rewarding aspect of being part of the designer community?
We first connected with Brand Assembly through Hillary, she has been a big champion of the brand. We started showing at Brand Assembly LA in one of the first seasons of the show.
With market season in mind, what has been the most interesting feedback you’ve received from buyers or industry professionals in general?
I have gotten a lot of interesting feedback over the years. But, some of the best advice has been to remain true to your brand vision and the brand you built and not try and be everything to everyone. A lot of feedback you get is about what is missing, what you should change to appeal to this person or that store – which can be very dangerous for a small brand.
What do you assemble daily?