Wheels to the Ground for Land of Distraction

Land of Distraction, a new advanced contemporary label that launches in Los Angeles this week, aims to disrupt the traditional fashion mold.
For one, its muse, chief executive officer and executive creative director is Danita Short, a nurse who hails from a farm in Calgary, Canada, and rides her Harley-Davidson 30,000 miles a year.
The label will be sold direct-to-consumer via a web site that will launch at a party Thursday; the first collection will be available on Feb. 1.

Danita Short 
Jessica Chanen

The venture is backed by Canadian businessman Laurie Venning, founder, chairman and ceo of the Vennwest group of companies, which include Vennwest Global Technologies Inc., Venntertainment Corp. and EnerTrade International Ltd. Venning recently acquired a majority stake in LevelFilm, a Canadian independent film company, and Land of Distraction represents his foray into the fashion business.
Venning and Short met via another business venture, and quickly connected with chief marketing officer Joshua Reed, founder of men’s hat company Gents and a former Calvin Klein executive. Reed was beginning to consult, and he was intrigued by Short.
“She’s this farm girl in Calgary, who rides a Harley but also really loves fashion. [Short at the time was also styling a country singer.] The message that

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Source: Women’s Wear Daily
Wheels to the Ground for Land of Distraction

Wheels to the Ground for Land of Distraction


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