As a child I loved drawing. I dreamed fashion and kept sketch pads under my pillow for my late-night creations.
I've been a veggie since I was 7, back when the options in the shops were super limited and veganism wasn't mainstream. I became aware of our role in protecting animals and the environment decades before it was trendy.
My activism started early too. In my early teens, my best friend and I saved a wildlife area and pond with great crested newts from a luxury housing development. I even ended up giving a speech about the environment to the House of Lords.
"I received a BA (Hons) in Fashion Design and Production, then moved to London — designing menswear, football kits, sportswear, and more than a few socks and pants."
I progressed to design room manager, then packed my bags for Istanbul.
I spent years designing for well-known UK high-street brands — living a fast, international life, spending weekends on yachts, travelling constantly. Crazy hours, but invaluable first-hand experience of the fashion industry.
Then, after 8 fabulous years, I left. I had another calling.
"Sunshine and good fortune brought me to the shores of Tel Aviv."
In Tel Aviv, I was surrounded by passionate, fiery animal rights people.
It was here where my 3 adopted dogs and 1 street cat found me. And it was here that a documentary turned me fully vegan halfway through. It's where my journey began — a journey that ultimately changed the course of my life.
The transition from veggie to vegan was quick and easy, and it soon became one of my main passions. Over the years that followed, I participated in many animal rights protests and demos.
I returned to the UK to start a family — but also because I'd become disheartened by what I'd seen in the fashion industry. People forced to work with abrasive chemicals with little protective gear. Dye running out of factories and polluting community water supplies.
I no longer wanted to be part of it. So I left that world — but I'd always dreamed about fashion. After 2 years away from it, I missed its touch.
One vivid dream, an inspired night of frantic sketching — and the seeds of Viva La Vegan were sown.
I believe we need to bring about positive change by owning our own actions and walking the talk. So I decided to start my own brand — one that was in line with my own eco-ethical ethos.
Now, Luke and I run Viva La Vegan as a two-person team. We're proud parents of a vibrant, very vegan 4-year-old, and we spend most weekends at vegan festivals, climate change marches, or animal rights demos.
We're on a mission to make sure that continues.
Shop the Collection →Meet the Team
Two people. One mission. A whole lot of passion for animals, the planet, and beautiful clothes.
Jay
Founder & Creative DirectorFashion designer, lifelong vegan, and activist. After a decade designing for UK high-street brands and living in Istanbul and Tel Aviv, Jay returned home to build a brand that finally aligned with her values.
Luke
Co-Founder & OperationsThe operational backbone of Viva La Vegan. Luke keeps the brand running smoothly — from logistics and partnerships to making sure every order reaches its destination with care.
Our Brand Values
Ethical Sourcing
Every fabric and supplier is chosen with people and planet in mind.
100% Vegan
No animal products, no compromises. Ever.
Activist at Heart
A percentage of every sale supports animal rights and climate causes.