Meet BLUM: A creative non-profit agency
Blum work to produce art with a heart to support daily activism. Starting with a humble t-shirt, they are using their designs to show solidarity and to support people experiencing domestic violence.
We talk to the founders of BLUM, Vai and Hana, about how the idea behind BLUM first came about and learn why all their profits go straight to Sisters Uncut - a feminist group taking direct action for domestic and sexual violence services.
“To blum for them means to use our visibility to attract attention and positive change for those in need.”
Hello and welcome to The To Do List! Tell us a little bit about yourself.
Vai
VAI: I’m an eCommerce and Brand Relationship manager at an online platform for sustainable fashion & lifestyle – Immaculate – during the day. And when I’m not working I love to bake, read books, and last year I’ve finally got myself on a surfboard which I try to do now as often as I can! I worked with many small businesses over the years and my focus has always been transparency and community. Probably that’s why BLUM came to be so seamlessly.
HANA: I’m an Art and Art history teacher and I dedicated myself to painting after moving to Portugal almost 4 years ago, so that makes me a full-time artist now. I work in a studio in Lisbon with a few other Lisbon based artists but at the moment, during the pandemic, all the magic happens in my little home studio. I’m also a mum so, besides painting, I spend a lot of time with my awesome 10-year-old son who also happens to be very much into art.
We love that BLUM started with a DM! Tell us how the idea behind BLUM first came about?
Hana
VAI: I’m that kind of person who always lets people know when I like what they do; whether it’s artwork, clothing, or a shared idea. So, BLUM came to be after Hana painted her first flower mask and posted it on her Instagram account during the beginning of COVID-19 quarantine in Portugal. I’ve been following Hana's work for quite some time and just had to reach out. I felt like we could actually use it for something greater. We got on a call and two months later BLUM’s 1st Edition print t-shirts were live.
Talk us through BLUM, what services and products will you be offering
VAI: We are a non-profit creative agency, which means our focus is to raise money for our solidarity partners Sisters Uncut. They are a direct action group fighting for better systems to support domestic violence victims.
HANA: We launched with five prints available on t-shirts – sustainable branded merchandise is one of our specialities. We partner up with companies like Teemill to deliver quality responsibly. We are also launching our print collection soon!
VAI: Besides our own projects we are always looking forward to working with brands and individuals who are after tasteful and sophisticated collaborations. We create impactful visual branding that makes a statement, delivers a strong message and is guaranteed to leave a lasting impression.
Tell us about the name, BLUM - where does it come from and what does it mean?
It was inspired by Hana’s artwork. The flower masks made me think about how we've all been lifted and looked after by someone at different points of our lives. Whether it’s our parents, teachers, co-workers – we've all received support and encouragement which allowed us to grow.
All those nurses, doctors, cleaning crews and other people working on the front lines – they are putting our lives first, so the least we can do is try to do our best. In other words, bloom for them – show our support by speaking out for them, lobby for them, vote for the government that supports them.
To blum for them means to use our visibility to attract attention and positive change for those in need.
Your website has just gone live with your first edition t-shirt. All profits will be going to Sisters Uncut - tell us about the charity and why you’ve chosen them.
Firstly, Sisters Uncut is a feminist group taking direct action for domestic violence services. The fact that we still need to fight for the right to safety simply shows how far as a society we still need to go.
Mental and physical traumas take years to heal on their own - even then though, they never really do. Therefore, it’s deeply disheartening that most governments don’t take domestic violence seriously and would rather build more for-profit prisons instead of supporting shelter programmes and mental health aid.
VAI: Sisters Uncut have always inspired me because they say it as it is and they follow up with actions. Feeling empowered and supported comes in many ways. Sometimes, simply knowing that there’s someone bringing attention to your struggle is all it takes to get through yet another day.
HANA: As a woman, I think it’s our duty to stand next to our sisters which is why we chose an organization that recognises all sisters. That’s why we often use the word womxn which is inclusive of everyone who identifies as a woman.
Speaking from my personal past life experiences, domestic violence is an extremely real and serious issue and we live in a time where the number of victims has doubled or even tripled so, therefore, we want to offer our help as much as possible.
“We create impactful visual branding that makes a statement, delivers a strong message and is guaranteed to leave a lasting impression.”
How did you go about launching? Did you need to raise any funds, create your own branding etc?
VAI: It was rather a quick launch, about two months. Hana took care of the creative side – designs, logo and Instagram; I knew about Teemill (our production partner) for years, so logistics were the easiest thing haha. Teemill is the most sustainable and responsible print business that I know. From organic cotton to printing to order as well as making their t-shirts completely recyclable into new ones – they are a truly exceptional company.
Regarding funding, I used my personal savings to launch. Of course, it was midst COVID-19 lockdowns which made me hesitate but I believe in BLUM’s potential and our mission. Therefore, I took a deep inhale and emailed The Doers. This has been the best decision prior to launching as it reduced our anxiety and got us on track to launch something more than just a t-shirt store.
HANA: Our brand identity developed very organically. From the first call with Vai, we were on the same page and worked out who we were as a brand in a short period of time. The rest was refining it and getting our messaging right. Already we’ve been humbled by the response!
We are still at the early stages of the launch, for example, due to worldwide restrictions we weren’t able to have a photoshoot yet. So we’re just being really patient and flexible whilst working behind the scenes on things that we can control.
What steps of creating and launching BLUM has surprised you the most? What parts have you enjoyed and which parts have been difficult?
VAI: I think the fact that me and Hana are yet to meet in person is something that’s quite surreal. 21st century haha. The fact that two people in two different countries in the middle of a pandemic have managed to launch a business surprises even myself.
The most difficult thing for me was finding time for myself. No matter how much you love your job, your new venture, you still need time to simply think about other things. This allows you to see bigger things, think more creatively and, most importantly, you don’t burnout.
HANA: I loved how Vai approached me and how she immediately saw potential in the first flower mask portrait I made. That’s what I love about sharing my work on Instagram - you never know where one drawing or painting might take you. I never had any doubts or difficulties with working with her and it seems like we’ve been friends for years! The most difficult part was the launch itself because there are always those little worries somewhere in the back of your head about the success of the project but I’m enjoying the whole process and know we’re doing the right thing.
What are your top 3 recommendations - podcasts, books, people to follow, sources of inspiration etc. and why?
VAI:
Revisionist History podcast by Malcolm Gladwell. Besides him being a brilliant narrator & journalist this podcast reminds you that there is always more than one side to the story and that we should question things more rather than take them as they are.
The Immortal Life of Henrietta Lacks by Rebecca Skloot. It’s a book that everyone should read in school and again every few years. Without giving too much away, it tackles many uncomfortable questions like race, discrimination, systematic shackles, moral medical questions, big farma etc.
The Sinner series season 1 & 2. Trigger warning but it’s incredibly well made and will again show you that narration of the story is everything.
HANA: Instagram is full of amazing artists and I keep discovering new ones but my top favourite would be @jaivasicek. I’m so in love with his colour palette and shapes! I would definitely recommend @ineslongevial as my second favourite. A lot of my inspiration comes from artists I follow on Instagram and their work. I mostly read books about art and aesthetics and would definitely recommend Cynthia Freeland’s book “But is this Art?”.
What were you doing this time last year? What have you learnt or how have you changed since then?
VAI: A year ago I stepped into a new career path, which was one of the best decisions I’ve ever made. The biggest personal change was how much my confidence in my abilities has grown and continues to do so. Failures don’t exist anymore, only lessons to be learnt. This mindset has allowed me to dream bigger, reach higher and enjoy life as much as I can.
HANA: This time last year I was creating like crazy in my little home studio trying to figure out if I could really make it as a full-time artist. As they say - hard work and dedication always pay off. It takes time for an artist to find their path but once your work becomes recognized and appreciated, you’ll be happy you didn’t take your parents advice on finding a “real job”.
“It takes time for an artist to find their path but once your work becomes recognized and appreciated, you’ll be happy you didn’t take your parents advice on finding a real job”
Want to learn more about BLUM? Take a look at their website www.blum4them.com and give them a follow on Instagram @blum4them.
You can also follow Hana on Instagram @hana-corr.
