LENITA’S ROOTS
Born in Alvarenga, a small farm town in Minas Gerais, Brazil, Nemuel DePaula migrated to the South Shore of Boston along with his family at the age of ten.
At age seventeen he founded GRITA; a design studio based in Los Angeles. GRITA works with several prominent creatives including the art-book publisher Taschen; collaborating with artists such as Ren Hang and David LaChapelle.
In 2017, the flower truck was born after he purchased a 91’ Dodge Aeromate truck, tuned it up, filled it with fresh blooms, and invited neighborhood artisans to show their work alongside his arrangements. Most weekends, Nemuel heads to the Los Angeles Flower Market and local farms, hand-ties arrangements and drives around the city making seasonal blooms available to people who, like him, must ‘stop and smell the flores.'
LENITA is named after Nemuel’s mother — for all feminine and effeminate people and personas.
