August 13, 2014

Scrolling through my Twitter TL I was startled by yet more news of a death. Now this isn’t quite as bad as it may sound but Chicago brand Vita Morte run by local designers Joe FreshGoods and Terrell Jones has decided

M
Contributor

Scrolling through my Twitter TL I was startled by yet more news of a death. Now this isn’t quite as bad as it may sound but Chicago brand Vita Morte run by local designers Joe FreshGoods and Terrell Jones has decided to call it quits, but only for the sake of evolution. Read their official statement below and make sure to cop whatever Vita Morte gear you can before its gone for good.

“Dear Friends and Family,

We’ve had some really amazing and memorable years with Vita Morte as a brand but now we feel like it’s finally time to shut the brand down because me and Joe are moving to Los Angeles to pursue our dreams……Naaaah, I’m just fucking with you but we are making some major changes to the brand. We’ve come too far and progressed so much that it would be a shame to simply throw all of that away by killing the brand. Vita Morte is something that we started back when we were shorties in high school so naturally we knew there would come a time where we had to sit down and re-tool the concept of the brand. As we’ve grown, so have our ideas. With that said, we feel like it’s essential to drop “Morte/DEATH” from the name of the brand. We want to make sure we have a brand that’s filled with nothing but good vibes; from the name, to the concepts. Also, being from Chicago, we don’t want to have the word “Death” in the name of our brand.

So moving forward the brand will drop “Morte” completely from the name and only be known as “VITA”.

This change has opened up what we can creatively do with the brand. We’re definitely very excited about the limitless possibilities that will come from VITA but don’t let the change worry you, we plan on keeping our foundation as the fun Chicago brand that the world and city has fallen in love with.”

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