Pedro Caride was born in Lamego, but it was in Porto that he forged his professional path. In 1997, after living in Lisbon for five years, where he studied Marketing at IADE, he moved to Porto, where he created Por Vocação. This menswear concept store quickly won over both the national and international markets, largely thanks to its unique window displays, which never failed to catch people’s attention. In 2007, the Por Vocação blog was launched with the aim of building a digital community ahead of the launch of the online shop. It was a successful endeavour, leading to around 99% of sales coming from international customers when the online shop was launched in 2009. The creation of imaginative content, ranging from videos and photographs to innovative concepts, attracted not only consumers but also brands and companies. As a result, Pedro Caride began receiving requests to develop creative projects for both national and international brands. Beijing, Shanghai, Seoul, Los Angeles, San Diego and Milan were some of the cities where he developed a wide variety of projects. First came the shop windows, then exhibition stands, followed by exhibitions, installations, events, photography campaigns, and more. In 2013, the Por Vocação Creative Studio was founded. Today, Pedro Caride and his Por Vocação devote themselves entirely to creative direction across a wide range of fields, as well as to curation. He believes that the secret to success lies not in doing things better, but rather “in doing them differently. Through the difference that comes from creativity, we are able to achieve greater recognition with less investment.”