In an interview with Vogue Vetements CEO Guram Gvasalia admitted that the brand almost in the sea had gone with the Swedish store Ikea.
A little hypegevoelig person saw over the past months, it is striking how often to Ikea down – and not because a man can never have enough tea lights or towels. Since Vetements-designer Demna Gvasalia for fashion house Balenciaga , a tote created that very much resembled the famous blue Frakta bag from Ikea is the world of fashion under the spell of the blue-and-yellow logo. Caps, t-shirts, … the bag was the new material where hipsters take their inspiration from different, wanted to be watching. Even high end parfumlabel Byredo jump on the wagon for an ‘IKEA-inspired fragrance’. Eventually, Off-White’s Virgil Abloh in the sea with the Swedish store, but it had just as well Vetements could have been.
Also read: Four useful applications for the well-known blue Ikea bag
In an interview with Vogue gives Demna’s brother and Vetements-CEO Guram Gvasalia that a collab with Ikea for a while in the pipeline has sat. Stronger still: the collection was already produced, but was eventually released. It is just about the worst kept secret of the fashion industry, as Demna is already one of the samples (the blue Ikea cotton jacket) wore during the Vetements show in January 2017. Pictures did the boxlogo explode and Ikea clothes was already a hype before the collection could be released. Gvasalia keepeth not about the why’s of the termination of the cooperation, but will, however, continue in the other collabs that SS17-season of the label coloured.
Also read: Demna Gvasalia about the origins of his popular DHL T-shirt: ‘I wouldn’t buy’
Vetements pulled already partners such as Levi’s and Reebok , and undertook recently to Tommy Hilfiger and Umbro. The reason for this samenwerkingsdrang explains Gvasalia on the basis of a Bible story:
“There is a story in the Old Testament about a father who had his two sons with a wooden stick, and ask them to break down. Then he gives them a lot of sticks, and then asks the same. They fail more in the sticks to break.”
The moral of the story is simple: when you work together/, then you are more difficult to break.
“We have Vetements never had the feeling as if we have a race to enter into with other brands. Our main goal has always been to make the ideal wardrobe to create. And that is usually not from a single brand. Therefore we try to collaborate with iconic labels from different product categories and to bring together, to put together a bundle of sticks to form that unbreakable is. The perfect wardrobe.”
Vetements used the interview also to announce that it will soon be a collaboration with the luxelabel Montblanc releases. The Vetement x Montblanc fountain pen will be in limited edition of 50 pieces released. It is the first time that the vulpenmaker in the sea with a fashion brand.
Read the full interview here