VTMNTS
VTMNTS is a Zurich-based luxury label unveiled in 2021 under Guram Gvasalia. It makes genderless, largely menswear-inspired clothing and accessories with an understated approach to luxury.
| Launched | 2021 |
|---|---|
| Led by | Guram Gvasalia |
| Headquarters | Zurich, Switzerland |
| First show | Paris, January 2022 |
| Signature | Bar code instead of a logo |
| Website | vtmnts.com |
What is VTMNTS?
VTMNTS is a fashion label headquartered in Zurich, Switzerland, unveiled in July 2021 and led by Guram Gvasalia. It operates independently from Vetements, the brand founded in 2014 by Demna Gvasalia, but shares a degree of synergy with it in resources and know-how.
Products and positioning
The label positions itself as understated, sustainable luxury, with the stated aim of redefining traditional luxury for a younger generation. Designs are genderless and mostly inspired by menswear, including leather and quilted jackets and wide-cut trousers. Instead of a conventional logo, VTMNTS uses a bar code as its signature.
History
The first collection comprised 100 looks and arrived in stores in December 2021. VTMNTS then staged its first physical catwalk show in January 2022 during Paris Men's Fashion Week.
Distribution
At launch, the brand had signed around 100 multi-brand retailers. It is also stocked by online luxury platforms.
Why it matters
VTMNTS shows how a hype-driven fashion team has moved towards a quieter, quality-led model, testing whether a logo-free approach can work with a younger luxury audience.
Frequently asked questions
Is VTMNTS the same as Vetements?
No. VTMNTS is an independent label led by Guram Gvasalia, linked to Vetements only through shared resources and know-how.
Where is VTMNTS based?
VTMNTS is headquartered in Zurich, Switzerland.