label:

improvd

“I want to prove with this line that something doesn’t have to be expensive to be cool and of high quality.” – Valentino Vettori

IMPROVD began with a Spring 2010 collection, introducing a new genre of affordable couture: avant-garde basics that combine an intellectual aesthetic with quality, at an unexpected price point. The mastermind of experienced retailers Sam Ben-Avraham, founder of NYC’s cult boutique, Atrium, and Project Global Tradeshow, and Valentino Vettori, formerly of Diesel, IMPROVD features timeless, minimalist pieces with a high-end sophistication.

Using high quality fabrics, IMPROVD deconstructs and reinterprets trends. Materials are mixed, washed, over dyed, and distressed to bring together a look that is raw and wearable.

Avant-garde basics, affordable couture – IMPROVD.

SAM BEN-AVRAHAM and VALENTINO VETTORI have had a working relationship that spans over 10 years. With backgrounds in retail, wholesale, and design, IMPROVD was the result of the duo’s desire to develop a brand that introduced affordable couture like it was never seen before – offering an avant-garde look, quality, and value all in one.

SAM BEN-AVRAHAM is the founder of New York City’s renowned Atrium boutique as well as the Project Global Tradeshow. Opening Atrium’s doors in 1994, Ben-Avraham was one of the innovators of the shop-in-shop concept at boutiques, stocking high-end, hard to find labels under one roof. Also among the first to bring European denim brands to the East Coast, Ben-Avraham has a proven himself to be a trend leader in the retail market.

VALENTINO VETTORI brings with him 10 years of experience at Diesel, heading up the Italian label’s expansion into the U.S. in wholesale and retail, point of sale, visual display and marketing. Vettori later opened his New York showroom for international designers, Scatola Sartoriale, seeking out collections with an edgy, high-fashion aesthetic. Having designed interiors - his own showrooms as well as that of the Hotoveli, a boutique hotel in New York - with a specialty in minimal, basic materials, Vettori was eager to translate this vision into clothing. The result? The raw, avant-garde basics of IMPROVD.

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