Editors’ Pick: Vverx

Verx_fall_2017Who said urban fashion is dead? After the demise of Karl Kani, Cross Colors, Baby Phat, FUBU, and a host of other urban brands, the word of the street was that urban fashion had outlived its time. And as the stars of hip hop bragged about closets stocked with Versace, Armani, Dolce & Gabbana and other iconic design houses, the remaining urban brands transitioned in what in now called contemporary men’s fashion.

That was almost two decades ago and as Bob Dylan pined, “the times they are a changing.” Enter Vverx.

Collages1331Vverx is more than just another urban wear brand trying to find its distinctive voice in a saturated market, a market that doesn’t look kindly on brands that take on the urban moniker. Vverx is a lifestyle that is encapsulated in urban wear. A brand that is ever evolving, reflecting the past and the past, and capturing those fleeting pivotal moments in our lives, that in retrospect defines and shapes our individuality.

Vverx keeps its fingers on the pulse of its consumers by keeping its product homegrown, handcrafted in New York City. Shying away from mass production, Vverx approach to merchandizing allows its garments to be rich, innovative, with complex patterning that is reminiscent of New York City subway graffiti, as well as utilitarian in scope.

Images courtesy of LRL Group

Images courtesy of LRL Group

Vverx also celebrates the beauty of contradictions, as in the soft meets hard, contemporary meets nostalgic, simple meets complex. And its fall 2017 collection is the epitome of contradictions; a utilitarian construction man aesthetic meets innovative charm.

Prices range for the brands hoodies, tee shirts, sweatshirts, crew necks, denim jackets and parkas from $283 to $1950.  For more information, go to vverx.com.

—William S. Gooch

 

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