About Us

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 designer Valentino Vettori, former owner of Scatola Sartoriale showroom, 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.

FOUNDERS

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.
VALENTINO VETTORI brings with him over 20 years of experience with a design background that spans beyond clothing to every tier of the fashion industry. As the former owner of the elite Scatola Sartoriale showroom, Vettori designed and collaborated with luxury brands like Vivienne Westwood and Brazilian fashion house Iodice, consulting on and merchandising styles to maximize the brands’ success in the US market. Vettori has also lent his creative eye to retail and tradeshow environments. After 10 years at Diesel heading trade and retail marketing, the versatile designer went on to develop the interiors of high-end boutique Hotoveli and the IMPROVD flagship store, as well as the layouts of esteemed tradeshows Coterie and Project. Favoring a minimalist, raw yet chic aesthetic, the multifaceted designer brings his signature, intellectual style to IMPROVD, catering to women seeking pieces that are innovative yet uncomplicated.
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.