Vetements Reveals "Secret Project," Announcing New Brand Launch

Amidst all of the collection unveilings, Vetements has revealed its latest foray, a “Secret Project” that expected to come with the launch of a new brand.

According to Vetements, Guram and Demna Gvasalia‘s Gvasalia Family Foundation is “starting a new experimental laboratory, a multi-dimensional platform for young talent, which could one day replace traditional conglomerate structures by redefining co-working spaces and co-creating experiences.”

Focused on creativity, the Gvasalia Family Foundation looks to offer opportunities for talents of all ages, assisting in the creation of brands that focus on creation rather than consumerism. The Gvasalia Family Foundation will provide mentoring, technical development, production, supply-chain, distribution and financial support, in an attempt to shake up the current state of the industry.

July 22 will mark the launch of a new brand from the minds behind Vetements. According to an official statement, “A brand to cater to all genders, heavily inspired by traditional menswear clothing and sartorial tailoring. A brand without a logo, but recognizable from far away. A brand that doesn`t exist, but is missed already. A brand from tomorrow, that is based on yesterday, on today. A brand that wears something old, something new, something borrowed, something blue!”