The so called “rebels” at Vetements believe the Fashion industry has gotten old. They are known for presenting their collections at unusual venues. Be it a Chinese restaurant or a night club, they shy away from classical venues like the Grand Palais in Paris.
Led by newly appointed Balenciaga creative director Demna Gvasalia and his CEO brother Guram, the brand has collaborated with companies such as Reebok, Champion, Juicy Couture and Levi’s – to name a few.
By reviving these almost forgotten brands, Vetements has brought back old classics, questioning the very essence of fashion.
Now the brand is relocating from Paris to the beautiful, but very small city of Zurich.
The CEO Guram Gvasalia and his brother Demna, moved to gain a new perspective on fashion and their collections. Zurich is not known to be a fashion hub, like Paris, London or Milan but this move could mark the beginning of a change, in how Zurich is viewed in the fashion industry. Personally, I am very excited for what is to come and how Vetements is going to take on Zurich!
You can find the Boutique Vetements at Gemeindestrasse 51, 8032 Zurich, Switzerland. Find a distributor near you or online shop on their website: http://vetementswebsite.com/shopping/.