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..