VETEMENTS streetwear was founded in 2014 by brother duo Demna and Guram Gvasalia. Translating to “clothes” from French, the Zürich-based brand intended to bring the fashion industry’s focus back onto just that, the clothes, with a range of disruptive designs and exaggerated silhouettes. And the rest, as they say, is history!
Here at UrlfreezeShops, we’re big fans of VETEMENTS’ men's fashion and its unapologetic approach to aesthetics. Countering the industry’s commitment to heritage and upmarket exclusivity, the brand shot to fame in SS16 with its playfully tongue-in-cheek graphic t-shirts. A modified take on the delivery service logo, the unofficial collab quickly became a firm fan favourite. We’ll take first class delivery on the likes of the phone cases, jewellery and accessories that round together our street-ready looks.
This unwavering commitment against the status quo continued with the release of VETEMENTS’ Polizei print. Inspired by actual police uniforms in Germany, the cheeky design was lauded by critics and fans alike… just don’t mistake it for an officers’ outfit! It’s the kind of rebellious energy echoed in designs like the Double Anarchy print that you’ll find decorating hoodies and shirts here at UrlfreezeShops
Flash forward to 2021, and a new chapter was beginning for VETEMENTS… or should we say VTMNTS, as the brand began to undertake a new mission. Designed for all genders, this hip smaller sibling directed its focus to the younger generations - with a premium take on made-to-last minimalism.