Verum, a new local unisex clothing line, launched a few weeks ago, but I finally got to look (and touch and feel) the pieces last week. I’m impressed. The spring collection, made up of only three pieces–a hoodie, a tee, and button-up, all made in the US–showcases what will be the line’s signature details: leather trim and exposed zippers. Co-owner Reham Choudhury (along with partners Rey Banaban and Haris Fazlani), who brought the collection to our offices on Friday, calls the aesthetic “dark” and “monochromatic,” a look he modeled after his own taste. Although Choudhury doesn’t have a design school background, he’s been tweaking, altering, and creating his own clothing for years. When friends wanted copies of his creations, Choudhury thought broader scale. But quality, he says, is key: “The moment I go cheaper, I’m going off track.”
Splashy branding isn’t the point either. You won’t find find obnoxious logos interfering with the clean lines, but you will find limited edition numbers sewn subtly into each item. Currently, production is small, so each garment is special and the number designates which piece you own. Spring, for example, included three designs and only 36 pieces were produced in total. (The sweatshirt above is marked with a black embroidered 5/12, marking it as the fifth of twelve hoodies made in initial production.) It’s like couture fashion with a streetwear twist. Oh, and crazy good prices. The python skin pocket tee with zippers is $75, the button-up with leather sleeves and trim is only $125, and the hoodie is a steal at $250. As you can guess, spring was devoured and sold out immediately, but as only a developing fashion business will allow, you can send the team an email with your size and have a custom piece made. firstname.lastname@example.org or 214-729-6487
If black isn’t your thing, stay tuned for fall 2013. Choudhury spilled that the line will made up of solid white.