In creating deCode: LA, the much-anticipated new offering from luxury brand Sama Eyewear, founder and chief designer Sheila Vance and her team pay tribute to an alternative vision of the iconic city in which the company was born and has thrived.
deCode: LA is predicated on the quieter and occasionally even more overlooked aspects of Los Angeles - a city of progressive thinkers, whose inhabitants are at once connected, creative and committed to all manner of profoundly important causes.
"When people think of LA, they mostly think of Hollywood, glamour, surfing, Malibu," says Vance. "But there is a whole other side to the city, and I used that as my inspiration for the new collection."
In addition to all its glittering connotations, Los Angeles has always created movements with authenticity, setting its own path for key causes in health and wellness, philanthropy, education arts and culture – taking on new ideas and issues with integrity. From anti-smoking to veganism, fitness crazes and juicing, or protecting architectural integrity in the city, the trajectory of issues in LA have always had a big impact but in a unique form and fashion. "Our people put considerable time and resources into causes and community at large. This is really decoding the conduct for Los Angelenos," said Sheila Vance. This is a city, after all, that the rest of the world looks to to determine trends across the cultural and sociological landscape: if something takes root and flourishes in Los Angeles, chances are it will do the same elsewhere.