A new creative hub is giving fresh meaning to the “F word.”
Distrikt F — a flexible studio-meets-event-space created by the minds behind Farasha and SheMoney — has officially opened its doors, a 1,500-square-foot space designed to be as versatile as its founders’ backgrounds.
One day the space can host a professional photoshoot and styling session; the next, a pop-up boutique filled with independent designers; the next still, a dinner or dialogue around the intersection of money and meaning.
“‘Fashion, fotos, fetes, feminism, finance.’ We’re throwing in ‘film’ now for the Sundance Film Festival,” said co-founder Vanessa Di Palma Wright, owner and stylist of Farasha, a formal clothing brand. “I keep telling everyone, ‘When you think of the “F word,” think of me.’”
After 15 years running the fashion, styling and pop-up brand, Di Palma Wright saw the opportunity to do more when approached by friend and SheMoney founder Jacki Zehner.
Zehner had operated SheMoney out of the Kiln office spaces for years and was ready to find new energy. Her and Di Palma Wright’s worlds had overlapped when they organized a fashion show at Wells Fargo Bank.
“Putting fashion into finance, that was the most successful project they ever had,” Zehner recalled, which got her excited about future partnership. “How do we put finance and money conversations into fashion and film, and how do we mix it all up? Because it just makes things more interesting.”
So Distrikt F was born, a shared space that can ever-evolve with the ideas that come, at its core a hub where creativity and community meet.
“When you’re in physical proximity, then obviously sparks fly, and you get so many more ideas,” Zehner said.
The name nods to both women’s time in New York City: Di Palma Wright raised there, Zehner launching her career there. Even the branding plays on the F line of the city’s subway system, a green circle with a white F proudly displayed in the building’s round window.
Inside, bright, white walls make the space great for styling, but also for use as a photo studio, the first and currently only in Summit County. That function was important for Di Palma Wright, who knows the frustration of driving down to Salt Lake City for photo shoots.
“Whenever we’re doing photo shoots and we’re styling clients, I want this to be a place where they could come, play dress up, feel comfortable. A place where women can come and obviously be styled, but also have fun,” she said.
They’ve already launched programs like Tailoring Tuesdays, where tailors from D’Fifth Rose, an alterations atelier in Salt Lake City owned by Daisy and Yuilli Camarena, will be available for pick-up and drop-off projects. And Fashion Fridays, a day for styling like blowouts and makeup touch-ups, with a DJ. There’s also talk of Money Mondays, where the SheMoney team will be available for chats about topics like the economy, what does the government shutdown mean or how are tariffs affecting local businesses, said Zehner.
Set up to be a home base for Farasha, styling services and a pop-up boutique space allow Di Palma Wright to focus on her passion: fashion.
“As someone who did grow up in New York, I want to celebrate the fashion side and the creative side of Utah that, I mean, let’s face it, when people think of Utah, they don’t think of fashion,” she said.
People in Park City have amazing closets, Di Palma Wright said, but often she hears people hesitant to incorporate certain pieces into their day-to-day lives in the mountain town — why not? she asks.
“Stop saving it! … Wear the diamond necklace with a pair of jeans and a t-shirt, because life is short. Don’t wait,” she said. “I feel like fashion is a way for all of us to be a better version of ourselves. … a piece of clothing, or dressing a certain way, can make you feel more confident.”
She loves to encourage the concept of “mixing,” wearing something dressy with something casual, because comfort is key.
With the retail space, Di Palma Wright said they’ll rework the concept to feature new or local designers, as well as stay up to date on fashion trends. Right now, a “denim and diamonds” theme nods to the surge of upcycling and repurposing, but also the “chaotic customization” trend, charms, pins, patches and embroidery used to accessorize the accessories.
Alongside the themes, Distrikt F will host workshops that bring women into the space and also emphasize the importance of sisterhood.
“The idea of the workshops is to have a unique experience, to upcycle your clothes, but also to meet new women, hear what other people are doing. A community connection space,” said Di Palma Wright.
Thursday evening, Di Palma Wright and Zehner held their first workshop, “Denim Divas DIY,” which was a pin and patch party, where participants could bring in their denim clothing and sew on patches with the help of tailors of D’Fifth Rose.
At the event, the founders spoke to the group of women about their dreams for Distrikt F.
“I think tonight is really symbolic of what we want the space to symbolize,” said Di Palma Wright. “It’s really about women connecting, supporting each other.”
Zehner echoed the sentiment with a metaphor:
“Sistering is actually a verb, which means to make stronger. It’s a construction term. … The act of sistering, you don’t just double the payload that it can carry, you quadruple it,” she explained. “My spending power is another woman’s income.”
Sistering, that’s the hope for Distrikt F, the founders said. To strengthen others and the community around it.
“If I can go to Urban (Sailor) and get coffee for the shoot, get lunch at Good Earth (Market) and then get the clothing from across the street at RE (Park City), it’s a win-win for everybody, and we’re all supporting each other.
“You walk in here and you just feel an energy shift,” Zehner said. “I think we crave having physical spaces that we can do cool things. … It’s not about eating, drinking or shopping, it’s about having an experience, and that’s what we hope to bring to this space together.”
For more information on Distrikt F, and to book a spot in upcoming workshops on Oct. 16 and Oct. 23, visit their website, farashastyle.com/distriktf.