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. “I WANT TO PROVE WITH THIS LINE THAT SOMETHING DOESN’T HAVE TO BE EXPENSIVE TO BE COOL AND OF HIGH QUALITY.”