When Lior Reitblatt was CEO of SuperPharm for 23 years, he never imagined himself living his dream of redefining fashion norms and challenging beauty industry standards. He wanted his wardrobe to dive deep into architecture, Japanese minimalist design, and the philosophy of wabi sabi – embracing the ebbs and flows of the world and all of its imperfections. He started to dig into fashion and the way people dress, wondering why everything was so symmetrical and so pleasing to the eye. He found Sharon Ezra, a “Forbes Under 30” contender and young designer who had previously worked in Italy for Prada, Etro, Fendi, and Proenza Schouler among others, and then Romi Faylo, a Shenkar College of Engineering and Design graduate and fashion model, who became the third link in a trio of asymmetrical dreams realized: the brand Wilde Vertigga was born.
The core inspiration for the line is based on Oscar Wilde’s nonconformist way of thinking and his quotes like, “Be yourself; everyone else is already taken”. An aspect on which Reitblatt would not compromise is gender. He wanted the line to represent all facets of an individual, however they may define themselves.
Cobalt blue, coral orange, dusty pink, and cadmium yellow may seem gender specific at first glance, but the fluidity in the colors prove that gender norms are passé. “Though we are misled by our sense of sight, humans are fundamentally asymmetrical. Our minds’ natural tendency is to simplify shapes and interpret vision by reducing data through the brain and completing the partial visual picture transmitted through our eyes,” explains Reitblatt. “Individuals who refuse to compromise on their full self-expression take the rebellious approach, going out in public dressed in their colorful asymmetric attire declaring, “I am different, and proud to be recognized for it.”
Vertigga.com
