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La Prima Vertu : FALL 2026

La Sagrata Luxuria

La Prima Vertu : FALL 2026

Elegance, Passion & Desire

"OUR MISSION IS A GLOBAL MOVEMENT OF EMPOWERMENT TO ALL.
THROUGH ELEGANCE, PASSION & DESIRE WE WILL EMPOWER THE WORLD."

- Yuma D'artiste

In 2018, Yuma founded the brand and it was originally called LOVEAPHILIA in correlation to his "LOVEAPHILIA i" album that he was working on at the time. The meaning behind this name was the concept of being "In Love with Love". After some survey's, it was concluded that the connotation of "-philia" is commonly associated with values that the brand does not condone. The search for a new name began late this year with both the brand and the renaming of the album to "VPNY".

In 2019, the brand had undergone other prototype rebrands like: The Nonbelievers, Co; The Outsiders; LOVE IMPACT; VISIONARY PSYCHEDELIC; and VSNRYwav, until the very first logo known as VICE/VIRTUE was created. The first iteration of this logo was shown to SBA for approval of the new rebrand. For a few months before moving forward with the rebrand, the concept between VSNRYwav and VICE/VIRTUE was under talks to decide which one would align with the value and purpose we started. SBA was big on the VSNRYwav concept but it did not align with any vision outside of music. Due to this, the decision was to move forward with the VICE/VIRTUE rebrand.

It is important to note that the idea for the brand was not something that Yuma came up with alone. An important part of this project was someone known as SBA. Throughout the development and growth as an artist, Yuma has always credited SBA for being the most important person in his life during a very pivotal time. It has been often said that without her, he would not have pursued the artistic journey envisioned. A big part of the pursuing this journey is to start a non profit called INVISIBLE FACES to help kids globally obtain better living conditions and education.

In 2020, the "VICE/VIRTUE" rebrand was taken a step further after a bit of research. Through this research the conclusion that came was that in order for this concept of fortitude to be possible globally, a universal name would have to be used. During this time, the theory used was to utilize the root words of a name that would align with the "VICE/VIRTUE" concept. The brand then became known as ONE VIRTUE in the beginning of this year. Within a few weeks, it was translated to latin as UNUS VIRTUS™.

At the end of this year the mark and logo dimensions were finalized to be ready for the very first branded designs to start being manufactured. Before the production of the first shirts, an investment in an abundance of blank t-shirts was made to test the quality control of different sizes, styles and garnments. The goal was to have a small neck, an oversized feel, and a color fade that would make the shirts look vintage after a few uses. The shirt decided on during this time was the Champion Heritage.

In addition to the investment into research, the domain and social media accounts were obtained this year.

In 2021, all the branding was being finalized and ordered. The very first "Memento Mori Angels" design was printed on a limited release of 75 Shirts. The first "UV Strapback" was also ordered during this time. Turnaround time for these orders was about 6 months.

In 2022, the decision to trademark the brand was a major one. Trademarking the work put into the brand was a huge milestone to ensure that the brand was slowly coming together. A lawyer was hired and both UNUS VIRTUS and the infamous UV logo were submitted for trademark this year.

During this time, the first photoshoot for the brand took place in Los Angeles, CA. This photoshoot was done by Yuma with Tony, a partner of the brand working on both films and modeling.

In 2023, all production was halted until the trademark came back as approved. Due to covid, the USPTO office was delayed about 9 months for all requests. In august of this year, Yuma and SBA talked about the future of the brand. The creative direction, ideas and concepts were heading in the right direction. Despite being hands off for majority of the brand, SBA had said that she did not want to be directly involved with any further decisions regarding the brand.

While on a trip in Europe, Yuma reassured SBA that half of the brand would always be hers. As a token of gratitude for all the years that she spent believing that something like this could be done.

A few weeks after the trip, the trademark was finally approved without any oppositions.

In 2024, due to health issues, the brand was put on hold for a few months. Yuma went on an LOA to work on a full recovery. The hold on the brand did not stop further advancements. This year, the website prototype began development and new designs were saved for future release dates.

In 2025, UNUS VIRTUS is officially hitting the milestone it needed to hit a few years ago. The mission, the vision, the colours, the designs, the audience, and the website are officially finished. The LLC, the licenses and everything have finally been obtained.

The last bit that needs to be worked on, is the marketing behind LA PRIMA VERTU. LAUNCHING FALL 2026!