Carpe Viam is Latin for “Seize the Road” — a call to live passionately, drive purposefully, and celebrate the analog journey.
Founded in 2013 by designer and author Dwight Knowlton, Carpe Viam has grown into a one-of-a-kind creative brand — blending automotive art, enthusiast apparel, and bespoke design. What began with the award-winning book The Little Red Racing Car has become a trusted name for collectors, drivers, and brands who share a love for motoring heritage and craftsmanship.
Now, discover the story behind it all in the new documentary short film, the Dwight Knowlton story — a glimpse into the passion and purpose that drive everything we create.
The Carpe Viam studio has created art, apparel, awards, and brand design for icons like Porsche, Jay Leno, The Revs Institute, Hagerty, Ferrari Dubai, the Amelia Island Concours d’Elegance, Aston Martin Racing, and more. Every project and product celebrates what we believe in: the joy of driving, the power of great design, and the lasting beauty of analog experiences.
Whether you’re here for premium automotive t-shirts, car stories for kids (that grownups also love), or original automotive art, welcome to Carpe Viam.
Seize the Road. Enjoy the Journey.
