Verlan" is a language game in which the syllables of a word are reversed. Although it's an old French tradition, it's only since the 1990s and the advent of hip-hop culture that verlan has been adopted by everyone. Fashion is a language, and Verlan, the brand, is the language of our generation. The founders like to share their memories, the things they love and the people they admire: Cy Twombly in an ecru suit eating pasta photographed by Bruce Weber; Nike's "Joga Bonito" campaign with Eric Cantona; Masculin Féminin, directed by Jean-Luc Godard; Jay-Z's Girls Girls Girls,; Stifler's mother; Paul Valery, Milan Kundera and Proust; Bill Murray and Scarlet Johansson at the Park Hyatt's New York bar in Lost in translation; Isamu Noguchi's paper lamps; Miles Davis' Ferrari Testarossa; M. Burns; the 50 Cents iPod in "PIMP". Burns; a Baignoire Cartier watch from the '90s; Arsène Wenger's Arsenal with Henry, Bergkamp, Ljungberg, Giberto Silva, Pires, Ashley Cole, Touré, Campbell, Lauren and Lehman; Eric Rohmer; Gogo Yubari in Kill Bill; Steve Jobs testing the "Photo Booth" filters before its release in 2005; Ruben in Oceans 11; five-time Wimbledon winner Maria Sharapova stretching before her match in 2005; David Bowie's choice to wear Nike Tailwind on tour; Line Vautrin's little characters; Carmen Electra and Dennis Rodman photographed during their 1998 wedding; Shaolin Soccer's special effects; André Agassi facing Ivan Lendl in pants; Une femme est une femme; Peter Crouch's robotic dance; Charlotte Perriand's "La Maison du Mexique" bookshelf; Rowan Atkinson (Mr. Bean) and his Aston Martin V8 Vantage; Pierre Chareau's "La Maison de verre"; Alfred Hitchcock and his giant pretzel at the premiere of "Psycho"; Juan Del Potro's forehand; Takashi Murakami and his Mr. Dob; David Hitchcock's yellow; and the "La Maison du Mexique" bookshelf. Dob; David Hockney's yellow; Snoopy, Pingu and the Pink Panther; Keith Haring's drawing on the sidewalk of Omotesando Street in Harajuku/Tokyo; young Tiger Woods at the Augusta Masters; Karl Lagerfeld's personal library in Paris; Georges Brassens ; Brahim Asloum, who became Olympic flyweight champion (under 48 kg) in Sydney; Scottie Pippen in an unfamiliar limousine in the early 1990s; a country loaf with figs and walnuts; Pierre Jeanneret cycling through the streets of Chandigarh in 1955; the red Saab 900 Turbo in Ryusuke Hamaguchi's Drive my Car; Andy Murray, Marat Safin and Paul-Henry Matthieu; John Pawson's interiors; Ma Long; Steve McQueen's Rolls Royce in Thomas Crown Affair; Jean Prouvé staying in his brand-new house in Nancy in the mid-1950s; Julio Iglesias tucking into a KFC bucket and tortilla de patatas with a bottle of Château Lafite-Rothschild on his private jet in a tank top; Nas's "Illmatic" album; Danny Devito walking his dog Weiner; Picasso's ceramics; Ribery and Zizou during the 2006 World Cup.