The Founder Of Cult Streetwear Label Vetements Is Leaving The Brand

16 September 2019
Streetwear, Fashion, Design, Vetements, Demna Gvasalia
Image: Geoffroy Van Der Hasselt/AFP/Getty Images

But the oversized hoodies will live on

Demna Gvasalia, who co-founded cult streetwear label Vetements in 2014, is stepping down from the brand, WWD has revealed.

After bursting onto the scene at the Paris spring/summer 2015 runway collections, Zurich-based fashion brand Vetements has built a reputation for delivering an avant-garde – and expensive – twist on contemporary streetwear.

Best known for its oversized logo hoodies, which often retailed for upwards of $1000, T-shirts bearing the DHL logo, jeans and track pants, the brand was not afraid to push boundaries.

Gvasalia has staged fashion shows in a McDonald’s and cast an ecclectic array of models plucked from the street (or Instagram), and raised eyebrows with releases such as jewellery that doubled as drug parephenalia. Still, it looks like although Demna is leaving to “pursue new ventures”, Vetements will not be closing shop.

“Vetements has always been a collective of creative minds,” Demna’s brother Guram, the brand’s Chief Executive Officer, said in a statement to WWD, which broke the story. “We will continue to push the boundaries even further, respecting codes and the authentic values of the brand, and keep on supporting honest creativity and genuine talent. What Demna has accomplished over the past few years represents a key chapter in the story of Vetements. We are very grateful to Demna for having contributed to the great momentum of the house.”

And it had serious momentum. Despite claims that the brand was little more than hype, Vetements was also hugely successful. Along with his brother Guram, Demna saw the fashion house reach revenues reported at north of $100m a year.

That shows little sign of slowing. Vetements is still planning to show its spring/summer 2020 show in Paris in just over a week’s time. And the resulting collection – what will supposedly be Demna’s last for the brand – will no doubt be in high demand.

It also seems that in addition to whatever “new ventures” Demna has planned for the future, the 38-year-old will continue as creative director of Balenciaga, where he has been since 2015. The award-winning Georgian designer has previously worked at brands including Maison Margiela and Louis Vuitton, and it’s still unclear what lies ahead for both the fashion house he founded and the designer himself. But, as with most of what Demna has released to date, it’s probably safe to say you can expect the unexpected.

Via GQ Australia