IMPROVD clothing was established in Spring 2010 by Atrium’s founder Sam Ben-Avraham and Valentino Vettori. Introducing affordable couture of Avant-garde basics 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.
Sam Ben-Avraham, founder of NYC’s cult boutique, Atrium, and Project Global Tradeshow, has a proven himself to be a trend leader in the retail market, and 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.
Bones played a main part in IMPROVD’s Spring/Summer 2011 collection, but as an element of strength rather than a symbol of death. Inspired by fabrics that are gauze, sheer, lightweight, and natural, this season combines structure with a look that is ethereal, soft, worn, and feminine.
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