Luxury Label VEERT Debuts Its First Men’s Collection Featuring Rapper Jim Jones
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By Cassell Ferere originally published on Forbes.com
NYC-based luxury jewelry label VEERT is launching its first men's ready-to-wear collection. April 11, 2023, will mark the realization of the streetwear collection and availability on the VEERT platform, as it steps into the streetwear market. Featuring premium quality fabrics, more of a standard among elevated streetwear brands, hand-applied embroideries from Italian mills, and pre-washed, instant vintage aesthetic garments, VEERT has been on the pulse of the fashion industry.
VEERT’s founder and creative director, Julia Lang, whose background in marketing and luxury, has manifested a niche audience. Her expertise in both areas plays a significant role in the rapid growth and success of VEERT, with a celebrity appetite that includes singers and songwriters Usher and Sam Smith, as well as rappers Westside Gunn, Central Cee, and Coi Leray.
Lang's previous work with hip-hop artists also showcases her ability to spot trends and create connections in the industry, further contributing to her success with VEERT. In launching the VEERT streetwear capsule collection, Lang puts rapper and fashion icon Jim Jones at the forefront of the campaign. Jim Jones has had his hands in the fashion and streetwear markets and has recently sat at the round table of sneakers at ComplexCon’s Sneaker Of The Year conversation in Long Beach in November of 2022.
“This is my debut collection as a menswear designer and I’m extremely proud that it was crafted in Italy,” says Lang of the quality she presents in her first ready-to-wear collection. “I’ve been incessantly poring over every single stitch and design detail for the last several months—so even though it's a small capsule, looking back at the entire process, it was a herculean undertaking. This has really been a labor of love.” Lang is confident in her designs and signature green hue infused into the VEERT name brand and aesthetic.
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