VETEMENTS was started in 2014 as a French clothing and footwear “design collective” and brand founded by Georgian fashion designer Demna Gvasalia and CEO Guram Gvasalia in 2014. The brand was designed by a collective of their friends who had previous experience working for various known brands. Championing a more ‘pragmatic’ approach to fashion, Demna reflects the ‘down to earth nature’ that he says is reflected in what today’s youth wear. Operating from a philosophical and methodological approach to his designs, Demna propelled Vetements to world class status in just three short seasons (wiki).
Vetements is now trying to raise awareness on clothes overconsumption, overproduction and wastefulness by amassing tones of unused clothes on Harrods window displays. Clothing production is the second-biggest polluter on the planet and the company is trying to encourage companies to have their supply meet their demand.