VC Labels Decoded: An Update

You already know that our VC rubber label is more than branding — it’s intentional transparency. As we explained in VC Labels Decoded, each label colour corresponds to a region:

• Grey = manufactured in Canada
• Blue = manufactured in Europe
• If grey includes green, it signals that recycled fabrics were used

Today, we're thrilled to announce a new label colour: pink. Pink means it’s made by our VC LatAm team in Medellín, Colombia — under our guidance, mentorship, and shared standards. And, of course, shared values.

Why VC LatAm — and Why Medellín?

VC LatAm is the flagship of our Regional Development Program. Rather than outsourcing production to unknown contractors, we’re investing in local leadership, skills, and infrastructure — specifically in Central America. The Medellín operation is run in collaboration with RevoPro, and supports women and nonbinary athletes and makers through paid opportunities and mentorship.

This expansion is about more than capacity; it’s about equity, trust, and sustainable growth in regions that have often had less access to resources.

What Pink Shows You — and Why It Matters

When you hold a garment with a pink VC label, it tells you:

1. Where it was made — Colombia, in VC’s LatAm operating structure
2. Under what conditions — supported, guided and monitored by VC HQ
3. How we think about impact — we’re building local capacity, and developing local opportunities and skills

This new label doesn’t replace the old ones — it adds to them. At any moment, the label gives you a snapshot: an actualization of VC's values.

A Living System, Not a Static One

As we grow and navigate new business landscapes, our label palette may evolve further. But one thing will never change: you deserve to know. We remain committed to transparency, traceability, and accountability — not as marketing claims, but as lived practices.

Thank you for being part of this journey. If you ever have questions about a garment — “What label is this?” or “What fabrics did you use?” — please ask. We’ll always aim to answer honestly and completely.

Thank you for 27+ years of support. It’s an honour to do this work with you.

Adriana

Adriana Withers
CEO & Founding Partner, VC Ultimate Inc.