how hard can it be?
A Peti-ta Film
​This film is a play on the origins of Peti-ta.
All my life, people have mispronounced my name Aida (pronounced Eye-e-da) so along the way I’ve picked up a few tricks on the way to explain it.
Sometimes I say, “It rhymes with Peti-ta...Eye-e-da Peti-ta!”
Overtime this became an extension of me, just like my brand.
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By Matthew Abelev & Aida Peti-ta
Peti-ta Dna
Getting dressed has always been a meaningful and playful ritual for me - an act that allows me to express different facets of myself. Each morning this practice empowers me and sets the tone for the day ahead. My perfect morning routine involves time spent flirting with clothes in the mirror, experimenting with silhouettes, textures, and colours to craft the mood and energy I’d like to carry into the world.
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It’s an intimate dialogue between my inner world and my outward expression. What I wear bridges how I feel and how I show up.
For this reason, I’ve never embraced the idea of clothing as mere material objects; clothing is language, heirlooms, memories, cultural artefacts, and historical markers while also keeping us warm and protected.
So When I source clothes I like to imagine how a piece might transform me or the wearer, how it might evoke an idea and energy in us or complete a character we want to be. When I finally style that piece into an outfit, it feels liberating.
The time, place, and people involved in discovering each piece become part of it story. These moments imprint meaning beyond the tangible garment, adding layers to its life before I add it into mine and yours.
That’s what inspires me most - clothing with character, waiting to be reimagined. It’s so much more compelling than acquiring something simply because its trendy or inexpensive. Its intentional and rewarding.
This love for the stories and significance behind a piece of clothing, is what inspired Peti-ta. This project embodies what I cherish most - sourcing special garments, imagining their potential, and sharing their beauty with others.
Peti-ta is a project dedicated to the act and art of getting dressed - the ideas, stories, and identities that emerge from wearing pre-loved clothing.
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