OUR STORY

Mission

Vedalia believes in balance and truth. A connection with the earth. Living active, conscientious lives while nurturing the planet that sustains us. From seed to shelf and beyond, Vedalia's committed to social and environmental responsibility.

Elevated Activewear - As Nature Intended

Founder's Story

lyBorn in San Francisco, CA and raised in the Bay Area, Fritz Murphy's early years involved swimming competitively, helping his father compost gardening, riding waves during summers in San Diego, lifeguarding on Cape Cod, competing in marathons and triathlons, and playing water polo in college.  

Working and traveling extensively in Latin America for an international logistics firm, Fritz visited factories with many the world's best known brands. After business school, the next twenty years included socially responsible triple bottom line investing, coordinating Corporate Social Responsibility development programs, and financing construction for some the greenest LEED certified buildings along the East Coast.  

Fritz's long involvement with organic compost gardening, exposure to unhealthy supply chains of the fashion industry, experience with socially responsible investing and banking, and personal commitment to mental health, fitness, and ocean/soil conservation led Fritz to create Vedalia's wellness lifestyle brand.

Time for change

The fashion industry has become reliant on petroleum-based synthetics and conventional cotton. Humans and the planet weren't designed for fashion made from plastic and chemicals. The fashion industry is responsible for 10% of global greenhouse gas emissions. Fashion is the world's second largest industrial polluter, second only to oil.  

Nearly 70 million barrels of oil are used each year to make polyester, now the most commonly used material in clothing. When washed, plastic microfibers shed from synthetic clothing and account for 85% of human-made material found in oceans. Threatening marine life and ending up in our food supply. Conventional cotton's reliance on toxic agrochemicals adversely affects oceans and soil with chemical pollution.

Using certified organic cotton instead of conventional cotton and polyester, Vedalia has mindfully chosen a production method that does not use chemicals or dyes and does not generate the ocean polluted plastic microfibers.