Demna Gvasalia, the head director of Vetements, utilizes irreverence and pop cultural references throughout his design processes. Vetements constructs apparel based upon the excessive and superficially trivial nature of the fashion world. By juxtaposing high end fashion with internet humor, Vetements unapologetically rejects the norm in favor of ironic purpose.
Previously, Vetements hosted pop-ups events titled, “Official Fake” and “Dry Cleaning.”
The brand intends on defending its title as “Urban Luxe Champion” anointed by the British Fashion Council.
Vetements’ existence as a burgeoning brand derives from its exclusivity and ironic customization. Their company creates garments that mock fashions’ superficial and arbitrary faddishness. Through a caricature type approach, Vetements cloaks itself in a layer of irony.
The rollout for their next pop-up shop yielded a retail experience of epic proportions. The event hosted collaborations from Tommy Hilfiger, Umbro, DHL and Reebok.
Vetements Hong Kong Limited Edition Pop-Up
18th November 4:00 pm – 11:00 pm HKT
Hall A, G/F Kai Tak Cruise Terminal
33 Shing Fung Road
Kowloon, Hong Kong
– – –
“Our team started working on this shoe over 2 years ago once we first went to the Reebok headquarters in Canton, Massachessets. Demna found this amazing Pump Evolution Runner prototype in Reebok archive that has never been produced before. It has been sitting on a shelf for almost 30 years. The uniqueness of that shoe is that it’s produced with split-tooling outsoles, to maximize flexibility and minimize weight for runners. It`s called split-tooling as it’s made out of multiple pieces that make up the bottom part of the sneaker.
After 2 years of development, this and forthcoming VESTMENTS x Reebok collaborations are created with performance running outsoles; a Reebok innovation that makes these shoes more flexible, ultra lightweight and ultimately more comfortable than any other sneaker like it on the market, the only fashion sock runner that is tested and approved to be a true performance sneaker.”