Vetements is a French clothing and footwear brand founded by Georgian fashion designer Demna Gvasalia and CEO Guram Gvasalia in 2014.
“We feel it’s inevitable and crucial to create contemporary clothing,” says Demna Gvasalia, Creative Director of Paris design collective Vetements.
The Maison Margiela veterans elevate deceptively simple pieces with meticulous construction, considered fabrics, and playful proportions.
The brothers grew up in a small town in the former USSR state of Georgia during the country’s civil war. They fled their hometown in the 1990s, settling in Düsseldorf in Germany.
Known for iconic collaborations with brands including Levi’s and Reebok, Vetements eschews tradition, opting instead for catwalks through Parisian flea markets and models pulled straight from the streets of Zurich. Dramatic oversizing, deconstruction and blue collar inspiration are the themes de rigueur.
How to Pronounce Vetements
It is pronounced vet-mohn. The brand is named after the French word for clothing.