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Founded in 2025 in a Chicago apartment, VICIVUE was born from the understanding that ambition has been quietly shamed and misrepresented by a world obsessed with surface-level motivation. We saw hollow positivity drowning out genuine drive—empty mantras like "comparison is the thief of joy" while burying what actually moves people forward.
VICIVUE exists for those who recognize that ambition is not a character flaw to be managed but a force to be channeled. For those who understand that meaningful achievement requires more than positive thinking.
As a brand we have built our foundation on breaking with conventional wisdom around motivation and achievement. Our goals are clear: to create pieces for the modern driven individual that honor the weight of real motivation, and to expand our influence by creating work that inspires the self-improvement community to OWN THE MOTIVE.