THE FOUNDERS
Pretty Vapid was founded by Farah Burma and Jon Cunniff, combining a background in fashion, design and print with a shared frustration for how disposable clothing has become. What started as client work and late conversations turned into a brand built around better materials, better processes and doing less, properly.
THE FOUNDERS
Pretty Vapid was founded by Farah Burma and Jon Cunniff, combining a background in fashion, design and print with a shared frustration for how disposable clothing has become. What started as client work and late conversations turned into a brand built around better materials, better processes and doing less, properly.
“We wanted to make clothing that earns its place. Thoughtful, well-made, and not rushed just to keep up.”
Pretty Vapid is built on the idea that how clothing is made matters, even when it’s meant to feel effortless. Behind the clean silhouettes and everyday ease sits a deliberate approach to sustainability, quality and pace.
Every piece begins with the fabric. We choose natural fibres where longevity matters, recycled fibres where they add real value and avoid unnecessary blends or finishes that shorten a garment’s life. Production runs on a pre-order model, meaning nothing is made unless it’s wanted. It reduces waste, avoids excess stock and allows us to focus on doing things properly rather than quickly.
Printing is handled in-house in Leeds, inside a working screen-printing studio. That keeps the process small, controlled and transparent, from ink to final press. It also means every piece passes through hands that care about how it looks, feels and lasts.
How We Work
Pretty Vapid operates on a pre order model. We produce only what is ordered, which helps reduce overproduction and unnecessary waste. This approach allows us to focus on quality garments, responsible materials, and small batch production rather than constant releases.
Our garments are selected for their durability, feel and ability to hold their shape over time. We use recycled fibres where they add value and natural fabrics where longevity matters most.
All printing is carried out by hand in the UK through Jon’s studio. This allows us to stay closely involved at every stage and maintain consistent standards across every piece.
Orders are shipped in biodegradable corn starch packaging to reduce impact beyond the garment itself.
A Considered Approach
Pretty Vapid is designed for everyday wear. The pieces are intended to move easily between dressed up and dressed down, without relying on trends or constant rotation.
We focus on making fewer things, more carefully, and at a pace that makes sense.
STAY IN THE LOOP
Early access to new drops, considered updates, nothing unnecessary.
Designed to Be Worn, Not Explained.
Considered pieces, produced in limited runs. Designed to be worn without urgency.