With skin cancer risks of growing concern, Uvida was launched with a simple premise — that activewear could serve as the first line of defense against damaging UV-radiation. When Bone Dry LLC’s four partners contacted us, first up, Godat Design moved to rename the venture by merging “UV” awareness with a celebration of life, “vida” to create a compact, memorable, consumer-friendly, social-media-friendly brand. While the ambitious start-up achieved national distribution, it suffered from Trump-era trade restrictions which complicated foreign manufacturing — ultimately crippling the founders’ hopes for survival.

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