How Lyndsey Butler Creates a Collection

There’s math. And it’s fun.

Sure, there’s a ton of creativity involved, but Lyndsey Butler’s design process is very exacting. “People tend to think that you dream up this idea, and it happens,” explains the woman behind the leather line Veda, which isn’t nearly as tough as the core material implies. Here’s what goes into creating a collection, from start to finish. —erica


A sketch, side-by-side with a magazine editorial that inspired it.

“In the beginning, my team discusses as many designs as we can come up with. The ideas can come in many forms. Some come from vintage pieces—like, ‘Oh I have this thing that I really like that I’ve had for years.’ Some come from pictures or from skins we saw while visiting a factory. It’s a hodgepodge, but usually we have a plan—say, we know we want to design 20 pieces. It takes a few weeks of sifting through that stuff and deciding what we want to move forward with. I like to sketch out everything that I might be into doing and go from there.”


Clothes being constructed in the in-house production space that Veda shares with The Reformation.

“The next step is drawing the pieces we actually want to move forward with in more specific detail—a front, a back, the stitching. I have a girl who works for me who’s a technical designer, and we talk about the waist length, the fit, all of the measurements. I really like the technical part—it’s fun, and it’s kind of nerdy. At this point, we’re picking colors and choosing skins, too. It depends on the shape of the piece and the season. We also spend a lot of time here asking, ‘What’s that one detail we really want to tie it all together?’ Those finishing touches make a collection feel like a collection, not just like ten jackets. Then we do our first samples. About 60 percent of the designs are sent to a factory to be made, and 40 percent of the samples we make here. The most exciting part is getting the first samples back.”


Computer sketches of the fall 2011 collection.

“For the second or third round of samples, this is how we communicate with our factories, our showrooms, and with each other—through these flat, basic, computer sketches that give you the essence of a style. There’s another sheet that goes with them that lists the skin, the color of the zipper, the measurements.”


Photos from the holiday 2012 lookbook.

“We go through this process until we shoot a piece for the lookbook. Usually at that point, I’ve been touching it, working on it, and spending all this mental energy on it, and I’m like, ‘Get it to the showroom as soon as possible!’ Otherwise I’ll just want to keep doing something to it, like changing the armhole or whatever.”

You’re gonna want Lyndsey’s latest edition! Sign up here so you don’t miss out.

comments, reblogs & likes

Notes

14 notes

Lyndsey Butler’s 10 Travel Essentials

She really has the whole packing thing down.

“I try to go out of town whenever I can,” says Lyndsey Butler, the woman behind the suitcase-ready, leather-fueled line, Veda. And while most of her travel used to be business-centric, she’s been able to squeeze in more genuine vacations lately—and is starting to get into surfing. “I’ve been a few times—in Costa Rica and Bali—and understand the concept, but I’m not that good. I can stand up, but I can’t say that I can do much more than that,” she explains. “But it’s fun. Any little progress you make, you feel like you just conquered something—like, ‘I stood up for half a second. I’m awesome.’ I kind of feel like I did when I first started Veda.” Here’s what Lyndsey puts in her carry-on for any excursions that involve sun and sand. —erica


1) A Breezy Black Dress
“I like to pack a lot of black because it just makes things easier—you can dress it up, dress it down. This is part of my spring collection, and I just love it. It has a leather front and a silk back. It’s light enough for walking on the beach but covered-up enough for going out to dinner.”

2) The Latest Issue of The Paris Review
“I try to pick them up every season. I get really into the author interviews. I collect them, but not really intentionally. They sort of feel like books, so I can’t throw them away.”


3) A Teeny Bikini
“I usually like the tiniest bikinis I can find—which becomes a problem when you’re going on vacation with anyone but your closest friends. I just want to get as much sun as possible. I think this one is Brazilian. I got it on the beach in Miami.”

4) A Moleskine
“I usually have some sort of a notebook. I don’t necessarily collect things, but I keep a lot of things in it—mail, pictures of friends, old receipts I don’t want to lose.”


5) A Beachy Lotion
“This Mountain Ocean Skin Trip lotion is always with me, and now my boyfriend won’t stop using it. It’s really nice and coconut-y.”

6) An Oversize Denim Shirt
“On the plane I wear shirts like one I got at the RRL in Malibu with boots and black Citizens leggings/jeans—jeggings, if you will. Then, when I get to wherever I’m going, they pack up nicely.”


7) An Easy Leather Jacket
“Sometimes wearing black in the spring can be a little bit harsh. We’ve been doing this Max jacket since the first collection—I have it in every color we’ve ever made—and for this season, we treated one to look like washed denim.”

8) Too Many Books
“I always bring more books than I need—like five books for the three days that I’m going away. Last night I stayed up until two in the morning finishing Freedom. I’m going to try to finish Flaubert in Egypt next.”


9) A Small, No-Fuss Bag
“On the plane, I’ll have a big bag, but once I get somewhere, it’s nice to be able to just tote around my ID, cash, lipstick, and camera. This Alexander Wang one is great because you can only fit the essentials.”

10) A Bright, Vacation-Ready Cover-Up
“I just got this when I was in Argentina. I have a lot of things like this that sit in a little suitcase, ready to be sifted through when it’s time to go to the beach. You get most of these kinds of things when you’re in an exotic place, so they have a story.”

Come back tomorrow for Lyndsey’s latest edition! So. Freaking. Good.

comments, reblogs & likes

Notes

26 notes

Alumni News: Veda Wants You to #HashItOut Already

Listen, we’ve made our case about Pinterest loud and clear—and if 117 designers weren’t reason enough to try out the platform *just yet*, let this Veda challenge be it. See those tags up there? Well, Lyndsey Butler, the leather genius behind the line, wants to see YOUR interpretation of ‘em pinned to that online moodboard of yours for a chance to win, oh, one of the line’s signature leather jackets. NBD. Rules are on the Veda blog, and you’ve got until July 27th to make a good impression. #CatchYouOnTheFlipSide. —jiayi

More designer updates! Right here!

comments, reblogs & likes

Notes

1 note

Wave Hello: Lyndsey Butler of Veda On Her New Bikini Obsession

Lyndsey Butler is a bit of a beach bum—that is, when she can escape her lofty, south-of-Canal studio where she designs leather goodness for her line Veda. Here, she shares her newest salt-n-sand obsesesion, the up-and-coming swimwear line of which she’s an early adopter. 

Ok, my bikini would probably be my number one beach essential, and this year that honor goes to…Giejo's exclusive collection for BarneysI love the bra top with the high-waisted boy brief in the neon green floral. Obviously the bikini is the most crucial, but I also have to have some good reading material. The Paris Review is always a great option because it has variety.” —lyndsey

For more ocean-ready essentials from our designers, click here. 

comments, reblogs & likes

Notes

6 notes

Eight Nominations for Songs of the Summer

We asked our very tuned-in designers to provide us with a playlist.

Whenever we sit down to talk to designers, the topic of music inevitably comes up. Since the designers we work with are far more musically savvy (and all-around cool) than us, we turned to them for eight tracks to get us through the next couple months. —erica


Some of the most prized records in Toujours Toi Family Affairs designer Nina Egli’s collection.

1) “Devil Hearts Grow Gold” by Las Sera, as nominated by Nina Egli of Toujours Toi Family Affairs: “It’s just so dreamy. It makes me want to stroll through flower fields and take a nap—and not work.”

2) “Composure” by Warpaint, as nominated by Hillary Taymour of Collina Strada: “It was the first band I saw at Coachella, which pretty much started my summer. All the girls are super cute, and their whole album The Fool is amazing.”

3) “Bar-B-Q” by Wendy Rene, as nominated by Ellen van Dusen of Dusen Dusen: “This is my jam of the summer because, hey, I like barbecues.”

4) “California Girls” by The Beach Boys, as nominated by Caroline Ventura of Brvtvs: “Whenever I listen to it, I am instantly transported back to growing up on the beach in So-Cal, learning how to surf, and digging for sand crabs.”

5) “Flying Overseas” by Theophilus London, as nominated by Matt Singer: “It’s about travel and love—and has a super easy summer vibe.”

6) “Secret Lover” by That Work, as nominated by Lyndsey Butler of Veda: “It makes me want to be the last one on the dance floor.”

7) “Home” by Edward Sharpe and the Magnetic Zeros, as nominated by Sarah Fox of Cursive Design: “My husband and I are on a month-long road trip across the country. I’ve never been away from home/work for this long, and I’m curious to find the routines that make me feel grounded. That sense of home will probably come from my husband—I am always at home in his company, and that’s what I love about this song.”

8) “Beercan” by Beck, as nominated by Annie Larson of ALL Knitwear: “I have been listening to Beck a lot again this summer. It’s still good—better, actually.”

Until July 10, you can get a whole 25% off the editions these designers made for Of a Kind—just use the code SUMMEROFAKIND on any purchase. You’re welcome!

comments, reblogs & likes

Notes

25 notes

Listen, I know we’re excitable ‘round here, but the vest Lyndsey Butler of Veda designed for Of a Kind is so freaking amazing we can hardly stand it. (Yes, all that italicizing is totally necessary.) That is leather—striped leather. Nope, we have never seen that before, either. Oh! And there are only five of these vests. Ever. In the world. —erica

BUY / 5 of a kind

comments, reblogs & likes

Notes

15 notes

Lyndsey’s Guide to Leather

At Veda, skin is in. The designer has even found a way to make the material look like denim.


Lyndsey demonstrating the wear-and-tear potential of a denim-esque finish.

When Lyndsey Butler started Veda in 2008, she decided to start out working exclusively in leather, a choice driven by practicality as much as by aesthetics: She didn’t want to try to master at a dozen materials at once. “Not that I’m lazy, but as one person I really wanted to be able to focus on the shapes of the pieces and get them right,” she explains. “Now that I’ve done that, I can focus on details, linings, and skins and not spend so much time worrying about fit.” Even with just one material, there was plenty of learning to be done, as the term leather covers all sorts of materials, with varying textures, weights, and vibes. “Most people think leather is cow. But usually it isn’t,” Lyndsey says. Here, she walks us through her discoveries—and her favorite ways to add some oomph.

Lyndsey used an awe-inspiring striped lambskin for the vest she designed just for Of a Kind. Check it out—and pick up one of the five in existence—here.


Two swatches of super pliable lambskin—one striped.

Lyndsey’s Go-to Leathers:
+ Lambskin: “Lambskin is lightweight, and the skins themselves are smaller. I like it because it has a drapey, fabric-like feel. It’s so much more supple and luxurious than, say, a cracked leather jacket from a vintage store.”
+ Goat suede: “I think suede can have different connotations, and I stayed away from it for awhile because it felt too retro to me. But goat suede—I don’t even know what it feels like. It’s amazing.”
+ Pig leather: “It’s not something that a lot of people use, but I like it because it has kind of a vintage-y feel. I only use the suede side, which looks different from most suedes and has that very specific, seventies tan color.”


A silver-foiled hide, a piece of rabbit fur, and a swatch of tie-dyed goat suede—all of which are part of the Veda fall collection.

Lyndsey’s Favorite Treatments Right Now:
+ Screen-printing: “This season, we wanted to try printing on leather. We considered florals but got kind of scared—which floral to pick? Then we thought of stripes. The result doesn’t really read like leather, at a glance, but I think that once you see it is leather, it kind of blows your mind.”
+ Tie-dyeing: “For fall, I’m doing a tie-dye. I guess it could feel like spring, but I’m doing it on suede. We started with the cream-colored material and then dyed the black.”
+ Distressing: “For this denim effect I love, you dye one color on the underside and another dye on top. With wear, the color underneath starts to come through. The same goes for the foiling technique we use for metallics. We start with a piece of tan hide that, with time, starts to show. That way it doesn’t feel so metallic, like Tin Man or something.”

comments, reblogs & likes

Notes

13 notes

How Lyndsey Butler Creates a Collection

There’s math. And it’s fun.

Sure, there’s a ton of creativity involved, but Lyndsey Butler’s design process is very exacting. “People tend to think that you dream up this idea, and it happens,” explains the woman behind the leather line Veda, which isn’t nearly as tough as the core material implies. Here’s what goes into creating a collection, from start to finish.


A sketch, side-by-side with a magazine editorial that inspired it.

“In the beginning, my team discusses as many designs as we can come up with. The ideas can come in many forms. Some come from vintage pieces—like, ‘Oh I have this thing that I really like that I’ve had for years.’ Some come from pictures or from skins we saw while visiting a factory. It’s a hodgepodge, but usually we have a plan—say, we know we want to design 20 pieces. It takes a few weeks of sifting through that stuff and deciding what we want to move forward with. I like to sketch out everything that I might be into doing and go from there.”


Clothes being constructed in the in-house production space that Veda shares with The Reformation.

“The next step is drawing the pieces we actually want to move forward with in more specific detail—a front, a back, the stitching. I have a girl who works for me who’s a technical designer, and we talk about the waist length, the fit, all of the measurements. I really like the technical part—it’s fun, and it’s kind of nerdy. At this point, we’re picking colors and choosing skins, too. It depends on the shape of the piece and the season. We also spend a lot of time here asking, ‘What’s that one detail we really want to tie it all together?’ Those finishing touches make a collection feel like a collection, not just like ten jackets. Then we do our first samples. About 60 percent of the designs are sent to a factory to be made, and 40 percent of the samples we make here. The most exciting part is getting the first samples back.”


Computer sketches of the fall 2011 collection.

“For the second or third round of samples, this is how we communicate with our factories, our showrooms, and with each other—through these flat, basic, computer sketches that give you the essence of a style. There’s another sheet that goes with them that lists the skin, the color of the zipper, the measurements.”


Photos from the spring 2011 lookbook—check out a video of the collection here.

“We go through this process until we shoot a piece for the lookbook. Usually at that point, I’ve been touching it, working on it, and spending all this mental energy on it, and I’m like, ‘Get it to the showroom as soon as possible!’ Otherwise I’ll just want to keep doing something to it, like changing the armhole or whatever.”

Take a look at the drapey vest Lyndsey designed just for Of a Kind! There are only five of them, and once they’re gone, they’re gone.

comments, reblogs & likes

Notes

33 notes

Lyndsey Butler’s 10 Travel Essentials

She really has the whole packing thing down.

“I try to go out of town whenever I can,” says Lyndsey Butler, the woman behind the suitcase-ready, leather-fueled line, Veda. And while most of her travel used to be business-centric, she’s been able to squeeze in more genuine vacations lately—and is starting to get into surfing. “I’ve been a few times—in Costa Rica and Bali—and understand the concept, but I’m not that good. I can stand up, but I can’t say that I can do much more than that,” she explains. “But it’s fun. Any little progress you make, you feel like you just conquered something—like, ‘I stood up for half a second. I’m awesome.’ I kind of feel like I did when I first started Veda.” Here’s what Lyndsey puts in her carry-on for any excursions that involve sun and sand.


1) A Breezy Black Dress
“I like to pack a lot of black because it just makes things easier—you can dress it up, dress it down. This is part of my spring collection, and I just love it. It has a leather front and a silk back. It’s light enough for walking on the beach but covered-up enough for going out to dinner.”

2) The Latest Issue of The Paris Review
“I try to pick them up every season. I get really into the author interviews. I collect them, but not really intentionally. They sort of feel like books, so I can’t throw them away.”


3) A Teeny Bikini
“I usually like the tiniest bikinis I can find—which becomes a problem when you’re going on vacation with anyone but your closest friends. I just want to get as much sun as possible. I think this one is Brazilian. I got it on the beach in Miami.”

4) A Moleskine
“I usually have some sort of a notebook. I don’t necessarily collect things, but I keep a lot of things in it—mail, pictures of friends, old receipts I don’t want to lose.”


5) A Beachy Lotion
“This Mountain Ocean Skin Trip lotion is always with me, and now my boyfriend won’t stop using it. It’s really nice and coconut-y.”

6) An Oversize Denim Shirt
“On the plane I wear shirts like one I got at the RRL in Malibu with boots and black Citizens leggings/jeans—jeggings, if you will. Then, when I get to wherever I’m going, they pack up nicely.”


7) An Easy Leather Jacket
“Sometimes wearing black in the spring can be a little bit harsh. We’ve been doing this Max jacket since the first collection—I have it in every color we’ve ever made—and for this season, we treated one to look like washed denim.”

8) Too Many Books
“I always bring more books than I need—like five books for the three days that I’m going away. Last night I stayed up until two in the morning finishing Freedom. I’m going to try to finish Flaubert in Egypt next.”


9) A Small, No-Fuss Bag
“On the plane, I’ll have a big bag, but once I get somewhere, it’s nice to be able to just tote around my ID, cash, lipstick, and camera. This Alexander Wang one is great because you can only fit the essentials.”

10) A Bright, Vacation-Ready Cover-Up

“I just got this when I was in Argentina. I have a lot of things like this that sit in a little suitcase, ready to be sifted through when it’s time to go to the beach. You get most of these kinds of things when you’re in an exotic place, so they have a story.”

Check out Lyndsey’s exclusive design for Of a Kind! It’s leather, it’s striped, and it’s amazing.

comments, reblogs & likes

Notes

41 notes

Veda

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.

Read More

comments, reblogs & likes

Notes

6 notes