The Paris based collective VETEMENTS (pronounced vet-mahn) was founded by Demna Gvasalia in hopes to radicalize and revamp basic garmenting in a way that makes something so ordinary brand new and provocative. The first VETEMENTS collection was a mere passion project Gvasalia and his friends from school conjured up. After its success, Gvasalia’s brother Guram stepped in to commercialize the collection, taking over the business aspect and gearing up the label for its SS15 runway debut that shook up the industry. VETEMENTS reflects youth culture and a playful take on modern culture, making references to pop culture and what is in, no matter how bizarre it may be.