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10 Apr

Within the Highlight: Veert’s Julia Lang to Launch Menswear Collection

Julia Lang has lofty ambitions.

The Tanzanian-German entrepreneur launched Veert, a marketing and branding agency, a decade ago and over that point has amassed an enviable list of clients in sports, entertainment and fashion.

But her goals were all the time greater than that. “I need to create a household name,” she said.

Lang began down that road two years ago when she introduced genderless jewelry, fragrance and self-care products under the Veert name. The fragrance and self-care offerings didn’t take off, but the jewellery did, so Lang put all her energy into that category. Veert jewelry was discovered and embraced by A-list celebrities resembling The Weeknd, Alicia Keys and Usher in addition to retailers including Ssense, The Webster and Saks Fifth Avenue.

Now Lang is taking the plunge into menswear with the launch of Veert’s first capsule collection of ready-to-wear. The tight eight-piece offering includes T-shirts, hoodies, shorts and jackets created from high-end fabrics with embroideries that were applied by hand in Italy. Fabrics were washed and dyed several times to create a vintage feel.

While hoodies and T-shirts are hardly recent, Lang has managed to place her mark on the gathering. The hoodie contains a cropped silhouette, raw hems, freshwater pearls on the drawstrings, a drop-shoulder silhouette and the brand’s signature green heart pattern on each sleeves. The pattern was created by Lang and her business partner Leontinus Arnolds, a German-Albanian entrepreneur.

The brooch on the jacket is removable.

Ts are also cropped and shorts are loose-fitting and each sport the identical embroidered pattern. A structured black jacket with button closures has a removable logo brooch inspired by Veert’s jewelry line.

“I never intended Veert to simply be a jewellery line,” Lang said. “I all the time knew that ready-to-wear can be on the best way.”

Lang said she worked on the design of the gathering for nine months and intentionally kept the primary drop tight. “I need every bit to be a hero piece,” she said.

“This really has been a labor of affection,” she added. “That is my debut collection as a menswear designer and I’m extremely proud that it was crafted in Italy. I’ve been incessantly poring over each stitch and design detail for the last several months, so regardless that it’s a small capsule, looking back at your entire process, it was a herculean undertaking.”

Like her jewelry, the gathering could also be categorized as menswear, but may be worn by anyone. “Sixty or 70 percent of the purchasers for our jewelry are men,” she said. “But that doesn’t mean a girl can’t wear it. Veert was on the forefront of the genderless movement.”

The embroidery was handcrafted in Italy.

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No matter gender, the goal customer is forward-thinking with “a high taste level” who appreciates detail and quality, Lang said. “Every part is made with intention to make you’re feeling special.”

The gathering will likely be sold initially direct-to-consumer on the Veert website starting on Tuesday but Lang expects the retailers that carry the jewellery so as to add the apparel line shortly after. Retail prices will range from $295 to $955.

Lang said every item is designed to be a hero piece.

To introduce the gathering, Lang tapped platinum-selling rapper and record executive Jim Jones to model the road. “He’s a really iconic figure but he’s never been related to elevated luxury fashion,” she said. Jones was an original member of the hip-hop group Diplomats that he formed with Cam’ron, a childhood friend from Harlem.

Looking ahead, Lang believes there’s a protracted runway of growth for Veert. She is confident the brand could make its mark globally and expects to give you the chance to carry a runway show for the gathering inside a few years. She also plans to collaborate with well-known international fashion brands on co-branded products.

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