About
Vetements is a luxury clothing brand that designs menswear and womenswear. Its aesthetic is inspired by everyday fashion and ordinary people, often incorporating unconventional elements into high-fashion pieces. The brand was founded in 2014 by Georgian fashion designer Demna Gvasalia, along with his brother Guram, who serves as CEO. Demna Gvasalia's prior experience at Maison Martin Margiela and Louis Vuitton influenced Vetements' early designs, which often featured deconstructed denim, asymmetrical shirts, and hand-drawn doodles. The brand gained significant attention in 2015 with the release of its now-iconic DHL T-shirt, which quickly became a viral sensation and propelled Vetements into the mainstream. The brand's unorthodox approach to high fashion, including casting models from unconventional sources and drawing inspiration from unexpected places like death metal and office attire, has consistently generated controversy and discussion in the fashion industry. While Demna Gvasalia's departure to become Balenciaga's creative director in 2015 initially cast a shadow, Vetements has continued to produce collections and maintain a dedicated fanbase. In 2021, it launched a sub-label, VTMNTS, targeting a younger demographic. Notable collaborations throughout its history include Reebok, DHL, Umbro, Tommy Hilfiger, and Juicy Couture. The brand is based in Zurich, Switzerland.