IN VIVO is a luxury fashion brand founded by Pim de Groot in 2008. Rooted in a vision that blends earthly elegance with cosmic awareness, the brand embodies the soul’s journey, an evolution of self expressed through fabric, symbolism, and form.

The name in vivo, Latin for “within the living” reflects the brand’s deeper essence: the soul that lives within our physical vessel, constantly transforming, realigning with the stars. The logo, a butterfly encircled by stars, captures this philosophy, representing metamorphosis, divine timing, and spiritual awareness.

Creative Director – Pim de Groot

Known also as Pim the Great, Pim de Groot is the visionary force behind IN VIVO and co-founder of Unmatrix. Born in Haarlem, the Netherlands, Pim felt connected to both the physical and spiritual dimensions from a young age.

Though his formal study at the Amsterdam Fashion Institute (AMFI) was brief, Pim’s passion for fashion never faded. Influenced by design houses such as Gucci, Ralph Lauren, Amiri, Casablanca, and Palm Angels, he has always been drawn to creating pieces that evoke both aesthetic power and metaphysical meaning.

Alongside his work in fashion, Pim is a seasoned Digital Growth Strategist, Conversion Specialist, and AI-Driven Solutions Expert. As the founder of PrettyDamnGreat, he bridges high-level business strategy with art and spirituality, delivering impact across eCommerce, creative direction, and customer journey optimization.

The Philosophy of IN VIVO

At its core, IN VIVO is a brand for those who seek more than style, it is for those who seek meaning. Guided by Pim’s spiritual teachings and the ethos of Unmatrix Yourself, each piece is designed to carry energy and intention. Fashion becomes a ritual, a statement of inner power.

• Magnetize and Attract – Be authentic, work in alignment, and let what is meant for you arrive naturally.
• Be of Service Without Sacrifice – Support others while maintaining your energy and center.
• Stay Away from Fear – Fear is false evidence appearing real. Walk the path with clarity.
• Take Initiative – You are the architect of your reality. Don’t wait, build your future now.

IN VIVO is not just fashion. It is transformation, coded in thread.

✦ Designed from the soul ✦