Vetements Is Launching a New Brand

"A NEW BRAND IS COMING," Vetements announced in a press release distributed this afternoon. The subversive label has unveiled a mysterious video and Instagram account teasing the so-called "secret project," set to launch next month.

"Gvasalia Family Foundation is starting a new experimental laboratory, a multi-dimensional platform for young talent," the press release reads, suggesting that Vetements' new endeavor will double as a talent incubator. The announcement specifies that the Gvasalia Family Foundation -- an apparent foray into charity -- will provide mentoring and financial support to emerging creatives. "This way the new brands can stay true to their own aesthetic and not be forced to chase market trends, or worse, having to sell their souls to the devils of the industry," Vetements explains.

The release continues: "As the first milestone, the creators of Vetements will premiere a new brand on the 22nd of July, 2021. A brand to cater to all genders, heavily inspired by traditional menswear clothing and sartorial tailoring."

In typical Vetements fashion, the label launches into a rather esoteric description of what to expect from the upcoming project. "A brand without a logo, but recognizable from far away. A brand that doesn't exist, but is missed already," it details, continuing, "A brand from tomorrow, that is based on yesterday, on today. A brand that wears something old, something new, something borrowed, something blue!"

The new brand could be connected to some recently uncovered trademark filings registered by Vetements. In April, The Fashion Law dug up documents suggesting that the Demna Gvsalia-founded house was looking to rebrand under the name VTMTS (sans vowels). Now, it seems the label wasn't looking to change its name, but rather trademark a second entity.

Stay tuned for more details on Vetements' new brand, scheduled to launch on July 22.

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