Vetements
Description
Originally founded in Paris and now based in Zurich, Vetements is a luxury design collective known for its deconstructive approach and subversive reinterpretations of everyday garments. Led by Guram Gvasalia, the brand continues to challenge industry conventions with exaggerated silhouettes and irony-driven aesthetics.
At a glance
- Founded
- 2014
- Founders
- Demna and Guram Gvasalia
- Creative direction
- Guram Gvasalia
- Headquarters
- Zurich, per Business of Fashion
- Sold through
- The official site's shop links go to SSENSE
Last verified · 9 sources · see sources
Who founded Vetements
Vetements was founded by the brothers Demna Gvasalia and Guram Gvasalia, who grew up in the former Soviet republic of Georgia, according to Fashion Studies Journal. Business of Fashion dates the founding to 2014 and says the label began as a clothing and footwear design collective.
Fashion Studies Journal says Demna had designed for Maison Martin Margiela, Louis Vuitton and Balenciaga and graduated from the Royal Academy of Fine Arts in Antwerp, and that Guram, who holds degrees in business, management and law and previously worked in sales at Burberry, was head of finance. Highsnobiety's timeline says Demna was appointed creative director of Balenciaga in 2015.
Who designs Vetements now
Business of Fashion coverage dated September 2019 reports that Demna Gvasalia exited Vetements. Highsnobiety, citing WWD, quoted him: "I started Vetements because I was bored of fashion..." The official website describes it as the fashion house under the creative direction of Guram Gvasalia.
What Vetements is known for
Business of Fashion quotes Vogue: "Part of the genius of Vetements is its appropriation and refinement of mass culture into tongue-in-cheek garments." Fashion Studies Journal describes the aesthetic as post-Soviet, with appropriation and legacy as recurring themes.
The label has reworked garments tied to partner brands and added its own logo, including Levi's jeans, Juicy Couture sweat suits, Manolo Blahnik stilettos and Dr. Martens boots. Wikipedia says its Spring/Summer 2017 show worked with 18 brands, among them Levi's, Champion, Reebok, Carhartt, Canada Goose, Dr. Martens and Comme des Garçons. Fashion Studies Journal describes a system to cap the number of pieces the brand puts on the global market.
Where to buy Vetements and what it costs
The official website's shop links point to SSENSE. We could not open a current retailer listing, so the prices below are from press coverage, dated as shown.
A DHL-logo T-shirt sold for up to €245 at German online shops in April 2016. In 2018 Hypebae reported pieces from the "We love our hometown" collection starting at $460 and an "Olive Green" oversized bomber jacket at $3,540, pointing readers to MATCHESFASHION to buy it.
Price guide
- DHL-logo T-shirt (German online shops): up to €245 (April 2016)
- "We love our hometown" hoodie and tee collection: from $460 (January 2018)
- "Olive Green" oversized bomber jacket: $3,540 (March 2018)
Single snapshots from press and retailers; prices change.
Sources · checked October 8, 2026
- Business of Fashion: Vetements
- Fashion Studies Journal: The rise of Vetements (2018)
- Highsnobiety: Vetements
- Highsnobiety: Demna Gvasalia leaves Vetements
- Vetements: official site
- Wikipedia: Vetements
- Hypebae: Vetements bomber jackets (2018)
- The Local: Vetements DHL shirt (2016)
- Hypebae: Vetements hometown capsule (2018)
Frequently Asked Questions
When was Vetements founded?
Vetements was founded in 2014 in Paris, France.
Who founded Vetements?
Vetements was founded by Demna Gvasalia and Guram Gvasalia.
Where is Vetements located?
Vetements was originally founded in Paris, France, but is more widely based in Zurich, Switzerland.
Who founded Vetements?
The brothers Demna and Guram Gvasalia, in 2014.
Who designs Vetements now?
The official website describes Vetements as under the creative direction of Guram Gvasalia. Demna Gvasalia left in 2019, according to Business of Fashion coverage dated September 2019.
Where is Vetements based?
Business of Fashion says the headquarters are in Zurich.
How much is Vetements?
We could not open a current price list. Press reported a DHL-logo T-shirt at up to €245 in 2016 and a bomber jacket at $3,540 in 2018.
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