About Us

IN VIVO — Fashion for Life with Purpose

IN VIVO, Latin for “in the living,” is more than a fashion label. It is a philosophy born from two decades of vision, theory, and craftsmanship. Rooted in the timeless Rosicrucian belief that life is a journey of light emerging from darkness, IN VIVO creates fashion that embodies vitality, authenticity, and purpose.

Founded and directed by Pim de Groot (b. 1986, Haarlem, The Netherlands), Creative Director with an extensive background in Art Direction, E-Commerce, and Merchandising, IN VIVO is the culmination of over 20 years of immersion in both the creative and commercial sides of fashion. Pim’s earlier work includes merchandising for international artists such as The Game, Lil Wayne, and Brooke Hogan, as well as brand collaborations with Red Monkey Company (RMC) Jeans and New Era Caps. These experiences shaped a vision that merges street culture with timeless design, creating collections that are both wearable and symbolic.

Located in Amsterdam, The Netherlands, IN VIVO represents the meeting point of European heritage, modern streetwear, and global creative culture.

IV4Life — The Foundation Collection

Launched in 2025, IV4Life is IN VIVO’s first unisex essential line. Designed for individuals who live with intention and navigate the modern “matrix” with both comfort and style, IV4Life offers luxury streetwear staples that are versatile, inclusive, and enduring.

The debut capsule, The Foundation, introduces the Bloodroots and Dunelight selections — bold, textured essentials inspired by the organic patterns and elements of life itself. From hoodies and crewnecks to sweatpants and accessories, each piece is created for him and her, built to last, and designed to empower.

Our Vision

At IN VIVO, we believe fashion is a vessel — a way to express identity, purpose, and vitality. Every collection draws inspiration from life’s raw elements — earth, light, and fiber — to create pieces that are both functional and symbolic. Our approach combines minimalism, unisex inclusivity, and bold textures with a luxury streetwear aesthetic.

 

Our Mission

To design unisex luxury essentials that transcend trend cycles, offering timeless comfort and statement-making style for those who live with purpose. IN VIVO is not fast fashion; it is fashion for life.