The Zurich-based house has launched a new brand called Vtmnts with a collection of 100 looks.
The label posted its first look, a sweater with a television test card pattern and brown pants, on its new Instagram account, @vetements_secret_project. In an email, the brand sent a link for 100 looks and promised collection notes would follow overnight.
Shown principally on male models, the collection included garments printed with bar codes and the numbers 83 836 36 87. T-shirts featured gender pronouns such as “She/Her, “He/Him” and “They/Them,” while a hoodie paid tribute to the 1980s movie “Back to the Future.” “A hypothetical name change could potentially make sense given the brand’s difficulty in amassing trademark registrations for its name in its current state,” the site wrote, noting that Vetements has faced “significant pushback” from the U.S. Patent and Trademark Office, or USPTO, in response to applications to register Vetements for use on clothing and e-commerce.
“It’s time to dare, to do things that are different,” Guram Gvasalia, cofounder and chief executive officer of Vetements, told WWD.
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