Vinadi, both the brand and the name, was born from the creative mind of our founder: Zhanara. During difficult times Zhanara has always used art as an outlet to let her mind run free. However, this time the same artistic outlet turned into a brand idea. A year ago she was facing pressure from her parents and struggling personally, which left her feeling unfulfilled in her current life path.
While scrolling through the internet, Zhanara came across a pair of jeans with small interesting patterns and designs. This idea sparked inspiration. She felt like all jeans looked more or less the same, so she wanted to break down patterns and create something unique.
Continuing to search the internet for pants like she was imagining, she couldn’t find anything. This inspired her to go to a thrift store, buy a pair of jeans, and paint them with the pattern in her mind. The painted jeans didn’t look exactly how she wanted, but it sparked an even stronger interest in creating designs. She got out her sketchbook, and found curiosity and excitement running through her for the first time in a long time.
Zhanara knew exactly what the name of this feeling was; it was “flow.” In those stressful weeks she’d run into the idea and feeling of “flow state” multiple times. Finding such comfort and focus while sketching left her curious to know exactly what it meant. She searched the term “flow” and found that it was: “that sense of fluidity between your body and mind, where you are totally absorbed by and deeply focused on something, beyond the point of distraction. Time feels like it has slowed down. Your senses are heightened.”
The emotional state was studied and made popular by the psychologist, Dr. Mihaly Csikszentmihalyi.This was exactly the feeling Zhanara experienced. While creating the brand name, Zhanara used the word “vivre”, which means “live” in French, and the flow of Mihaly’s name. By combining them she made Vinadi.
“Live” or “vivre” felt important to the brand because you live your life in your clothing, using them to express yourself and your inner creativity. Using the flow of Mihaly’s name felt right, because Dr. Csikszentmihalyi came to the United States in the pursuit of education, just as Zhanara had; which felt quite serendipitous.
From all of us at Vinadi, we can’t wait for you to see the finished result! We’re sure that Vinadi’s clothing will inspire and fulfill you, just like it does for us!