Still there is something to be said about the truth and contrary to what the illustrious Mr. Einstein says the tailor isn’t just limited to elegance. He can tell the truth as well, he’ll just do it by making you look good. “We want to put the integrity back into fashion,” says Haris Fazlani. He along with Reynan (Or Rey as he’s called) Banaban and Reham Choudhury founded Verum. A Dallas based clothing line set on bringing truth and transparency to fashion.
add and lament on. You can tell that it’s this cohesiveness and single shared vision that drives the Verum brand. “We all have different takes on fashion and when we come together, all those different takes kind of contribute to what we put out. I don’t think any one of us could do this individually. If we did it be entirely different” Says Reham.
exstensively by each of them. Which is appropriate being that Verum means truth in Latin. “We felt there was
structure missing in clothing lines. People were watering down the market with money as motivation as opposed to putting out quality product. We wanted to do something more. The state of the industry as it is today is that big names sell but you might not be wearing the greatest quality. So you might be wearing some crazy logos or some high fashion Givenchy or Maison
Martin Margiela or whatever but what you’re paying for is thousands of dollars for the name. So we wanted to bring the truth back to the entire industry” Haris says. That integrity and truth in their brand that they are all so passionately committed to has allowed them to expand and for Verum to sell in countries like the UK, France, Germany, and Denmark. Giving them impact on a global scale and they don’t take that lightly. However there is one market they are intent on conquering. The very one that they
all reside in. “I was born and raised in New York but Dallas is home to me. The man that I’ve become is because of Dallas so it was important to me that I create something that the city could be proud of” says Reham. “We all know there is a significant void when it comes to culture here in Dallas. The lines between fashion, art, music, and all creative endeavors are blurring very quickly, especially with the advent of social media and how quickly information travels. We want to create a
culture here. It’s not just clothes” Haris adds. One key ingredient to accomplishing this is not a what, but who. Enter Freddy
Durán, their newly appointed Marketing Director and resident man about town. Durán’s extensive experience with high end fashion retailers, advertising, and his work with the Dallas Contemporary served as the perfect fit for what Verum needed to get properly promoted within the metroplex and beyond. “I knew these guys individually through various circles and when I saw their first collection I said to myself that this has the right attitude. I could tell they wanted to shake things up. It was
creative aggression. So when they asked me to be a part of Verum it was a done deal,” says Durán.
the uncompromising style and integrity of the design that they continue to profess. If the product can’t be made of the highest quality then they simply won’t make it. The following collection focused on patterns such as hound’s tooth and some made from scratch. For their SS14 collection, which is aptly titled “Give Them Hell”, Rey drew inspiration from people who are oppressed and denied the truth around the world. Which further confirms that this is much more than just a clothing line for them. And
if that wasn’t enough Freddy leaves me with this: “The old Buddha saying goes: Three things cannot be long hidden: The sun, the moon, and the truth.”