‘We are Living in the Future’


Interview of the Month
May 15, 2020

Pedro da Silva, VAVA founder

VAVA founder, Pedro da Silva talks about the new brand campaign “We are Living in the Future” in an interview about sustainability, high-tech capabilities and the collection’s ultimate focus on conscious luxury

“VAVA designs for a conscious future, a world of high-tech solutions…”

Q: What was your thinking with the launch of WE ARE LIVING IN THE FUTURE in 2020?

A: Since the turn of the millennium, society has embraced postmodernism more than ever at a global level. We should pay more attention to understanding how the future is already here. The new VAVA campaign ‘WE ARE LIVING IN THE FUTURE’ tries to bring attention to that. On the other hand, our earth has been radically altered through technology and industrialisationThe industry has a disastrous impact on the environment. And environmental damage is increasing as industry grows.  I believe there are solutions and alternatives to mitigate these problems. The environment and the climate need to be fully protected. This can only be achieved if we open ourselves to a sustainable lifestyle. For VAVA, it is important to become a vocal champion of sustainability in the industry, technology should be an ally and not an enemy. VAVA designs for a conscious future, a world of high-tech solutions that leverages all the possibilities of technology to make zero waste and eco design possible. Our mission is to create the most unique and environmentally friendly products possible to make the world a more sustainable place. Finally, VAVA envisions a future that is ageless, genderless and faceless using terms like equality and diversity. Addressing the demand for fast-paced changes to a centuries-old paradigm requires more than simply discussing matter. Its imperative to became part of the change as we are already living in the future.

\\ Model: WL0024 CRYSTAL BLACK and RED //

Q: Has the ethos of VAVA stayed the same in this campaign and collection - what’s new?

A: Totally, we have always played around people’s imagination and "science fiction". Therefore we are very much inspired by sci-fi movies, for example the cult movie Space Odyssey. The brand's mission is to represent man in control of the technological world whilst being ahead of himself, expressing the antithesis of acceleration and rest. Therefore our new collection is more about evolution and deepening our futuristic message. The new collection also introduces a new colour, crystal matte, helping us to build this inspiration from scientific laboratories. A world of high-tech solutions that leverage all the possibilities of technology to make zero waste and environmental consciousness possible.

Q: What does VAVA focus on in terms of luxury?

A: VAVA is a conscious luxury product. We seek to consolidate a project based on handmade designs made with the best materials, as we pride ourselves on avoiding mass production. This means that we have an eco-friendly fabrication using high quality, sustainable  materials. The frames are made of cellulose acetate from the Italian brand Mazzuchelli. VAVA is using their exclusive “eco-friendly” line M49 (an entirely recyclable material). It is a Cellulose Acetate produced from cotton and wood-pulp fibres manufactured under a new formulation using substances from renewable sources. It offers the same aesthetics and performance characteristics of traditional acetate.   Another key aspect of our product is the use of glass lenses, a product which is 100% recyclable. VAVA uses BARBERINI lenses exclusively. For many years Barberini has been synonymous with excellence in the glass sun lens segment. Barberini was among the first companies in the field to achieve the UNI EN ISO 14001 Environmental Certification. The hinges of a VAVA product are made from aluminium 6026, a super light material with great physical and mechanical properties. The aluminium 6026 has been developed as a replacement to grade 6262 to meet new environmental standards in Europe. The production waste can be easily melted to make new aluminium; the waste material preserves the same original physical and mechanical properties, which makes it an easy product to recycle. VAVA seeks to foster a dialogue between crafts and high-tech, using the most advanced technologies. It is a techno product which, at the same time respects and follows the experience, knowledge and art of the great masters of handmade eyewear. This approach, combined with the use of the highest quality materials, makes VAVA unique.


\\ Model: BL0002 S CRISTAL //

Q: What are you working on at the moment in lockdown?

A: In the last 5 years I’ve been travelling 70% of the time. It was just too much, and being in lockdown is actually allowing me to make a lot of productive things. I’m really trying to make the most of my time.  I’m staying positive and using the time to do things that have been hard to do whilst travelling. This includes working closely with my team to improve internal processes and training. I have also been reading a lot about art and design and listening to music. This is having a great impact on my creativity and my work on the new collections.


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