MEET THE DESIGNER: VEDA

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Lyndsey Butler is not one of those devout fashion girls who’s been drawing dresses ever since she could hold a crayon. “I studied philosophy and religion at NYU. I liked the philosophy better because the texts are so dense. It was fun to go to class and hear other people’s opinions—you’d think, ‘I didn’t read that into that line,’” she says.The Texas native fell into working for Yael Aflalo, who created Ya-Ya and now runs The Reformation, during her senior year in college. Lyndsey quickly discovered she had a knack for—and interest in—the industry. “At first, I was like, ‘This is a stepping stone. This is just to have a job out of college.’ But I really liked the clothes and being a part of the whole vibe,” she explains. Eventually, Yael convinced her to put off going to grad school and to stick around for a while. After spending a few years working on the business side of things in New York and L.A., Lyndsey delved into design, launching Veda in 2008.At first, the line was all about the leather jacket, a piece that Lyndsey loved but could never find in slim shapes at the right prices, but she has since started working with all manner of clothing and fabrics. “The process is really interesting and fun—like a puzzle. You get your first sample back, and it’s not what you thought it was going to be. It’s never going to be exactly what you want, but sometimes it’s a pleasant surprise,” Lyndsey explains. “There are certain things that are set. So it’s cool sometimes when something happens—like a jacket comes back without a closure—and you say, ‘Oh, I never would have thought to do that, but I kind of like it.’” READ MORE


Lyndsey Butler is not one of those devout fashion girls who’s been drawing dresses ever since she could hold a crayon. “I studied philosophy and religion at NYU. I liked the philosophy better because the texts are so dense. It was fun to go to class and hear other people’s opinions—you’d think, ‘I didn’t read that into that line,’” she says.The Texas native fell into working for Yael Aflalo, who created Ya-Ya and now runs The Reformation, during her senior year in college. Lyndsey quickly discovered she had a knack for—and interest in—the industry. “At first, I was like, ‘This is a stepping stone. This is just to have a job out of college.’ But I really liked the clothes and being a part of the whole vibe,” she explains. Eventually, Yael convinced her to put off going to grad school and to stick around for a while. After spending a few years working on the business side of things in New York and L.A., Lyndsey delved into design, launching Veda in 2008.At first, the line was all about the leather jacket, a piece that Lyndsey loved but could never find in slim shapes at the right prices, but she has since started working with all manner of clothing and fabrics. “The process is really interesting and fun—like a puzzle. You get your first sample back, and it’s not what you thought it was going to be. It’s never going to be exactly what you want, but sometimes it’s a pleasant surprise,” Lyndsey explains. “There are certain things that are set. So it’s cool sometimes when something happens—like a jacket comes back without a closure—and you say, ‘Oh, I never would have thought to do that, but I kind of like it.’”

DESIGNER'S WORK

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SALVADOR JACKET
. 80 OF A KIND .
Salvador Jacket by Veda
$ 390

BEHIND THE SCENES

Cover 4th fl pre restoration copy

Key to the City

Explore South Soho, NYC's Coolest 'Hood, with Lyndsey Butler

Where to eat, shop, and get your hair dyed blue.

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See All the Rad Details That Make the Veda Store the Coolest

The space might be small, but it’s stuffed with character.

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