During last week's Fashion Week flurry I managed to catch up with Valentino Vettori and Sam Ben-Avraham to chat about their new line Improvd. The pair of fashion's innovators have a wealth of experience in wholesale and retail have now launched their own collection of "Affordable Couture." Ben-Avraham is the owner of Atrium and the founder of the Project Global Trade Show and Vettori owns the Scatola Sartoriale showroom which is home to Vivienne Westwood "Anglomania" and Ilaria Nistri among others. When I first saw the collection at Project in Las Vegas in September it stood out with its cool sophistication and intellectual aesthetic. Minimal, chic and edgy, the collection captures the high-end artsy aesthetic of designers such as Helmut Lang, Rick Owens and Ann Demeulemeester. Think luxe leathers, washed treatments, tie-dye effects, t-shirts and denim, but at an incredibly low price point. All pieces retail between $41 and $308. The collection is set to debut at boutiques such as Intermix, Ron Herman, American Rag, Curve and Henri Bendel for Spring. To read the full story go to my home base at ApparelNews.net



























