PRESS & MEDIA

An independent UK clothing brand built around considered production and pre order drops.

ABOUT PRETTY VAPID

Pretty Vapid is an independent UK clothing brand focused on everyday pieces made with intention. Designed to feel effortless but built to last, each collection is produced using a pre order model that reduces waste and prioritises quality over volume.

The brand sits between streetwear and quiet luxury, creating relaxed silhouettes that can be worn dressed down or styled up. Production is intentionally slow, with limited drops and considered materials, rather than constant releases.

THE STORY

Pretty Vapid was founded by Farah Burma and Jon Cunniff, two creatives who met through client work and shared a frustration with fast fashion and disposable merch.

Farah studied Fashion at the University of Leeds before moving into graphic and web design. Through client projects, she continued working closely with garment production and merchandise design.

Jon studied Fine Art and began screen printing in a cupboard under the stairs. During COVID, he turned printing into a full time practice, eventually opening his own dedicated studio.

Pretty Vapid grew out of a shared belief that clothing should be made more carefully, printed properly and sold in a way that makes sense. The result is a pre order model that avoids overproduction and focuses on fewer, quality pieces.

THE STORY

Pretty Vapid was founded by Farah Burma and Jon Cunniff, two creatives who met through client work and shared a frustration with fast fashion and disposable merch.

Farah studied Fashion at the University of Leeds before moving into graphic and web design. Through client projects, she continued working closely with garment production and merchandise design.

Jon studied Fine Art and began screen printing in a cupboard under the stairs. During COVID, he turned printing into a full time practice, eventually opening his own dedicated studio.

WHAT MAKES PRETTY VAPID DIFFERENT?

Pretty Vapid operates on a pre order basis to avoid excess stock and unnecessary waste. Garments are produced only once orders are placed.

Printing is done by hand in the UK, allowing for greater control over quality and process. Materials are chosen for durability, comfort and longevity, with recycled fibres used where appropriate.

The brand favours limited collections over constant drops, encouraging thoughtful purchasing rather than impulse buying.

SUSTAINABILITY APPROACH

Pretty Vapid approaches sustainability as a series of practical decisions rather than marketing claims.

This includes producing only what is ordered, selecting fabrics that hold their shape over time and using recycled fibres where they add genuine value. Packaging is biodegradable and designed to minimise environmental impact.

The aim is not perfection, but progress through considered production and responsible choices.