Vetements' Guram Gvasalia Speaks on the Brand's "It" Status

The business-minded Gvasalia brother explains the simple economic principles guiding the subversive design collective.

Fashion
7,219 Hypes 0 Comments

Vetements CEO Guram Gvasalia sat down with fashion critic Suzy Menkes at Vogue British‘s Vogue Festival to discuss the subversive French design collective’s stratospheric rise, his calculated business methods, and his plans for the future. The Georgian-born and the left brain to Demna Gvasalia’s creative right lobe spoke on how the much-hyped brand created such a cult following through the application of simple economic concepts like supply and demand:

“All the business people in the industry are ignoring this basic rule of business,” he said. “I go to the store at the end of the season and I see clothes on sale; for me it means more clothes are supplied to the store than there was a demand. What we try to do is reduce a little bit of the supply curve… we [even] cut orders if we think stores are too optimistic about selling a certain style, because selling one piece less on the market, you’re sold out, but selling one piece extra, you go on sale.”

Gvasalia also spoke on the house’s controversial decision to shirk the traditional four-collections-a-year model, opting instead for two collections that will sit on shelves for six months, rather than the traditional two:

“Stores put 70 to 80 percent of [their] budgets into pre-collections… [And yet] we spend a lot of money on the main [collection], making a show. It never made sense to me why we’re splitting it so much.”

This consolidation has been a boon for the company best known for its distended, oversized garments and appropriation of corporate logos; much like many of its streetwear contemporaries, Vetements refuses to restock and reproduce sold-out pieces and styles, which in turn skyrockets demand for the garments at retail—according to Fashionista, pre-orders currently make up for 90% of Vetements purchases at most stockists.

Gvasalia also hinted that his brother’s Paris Couture Week collection will feature “ordinary” garments whose construction is both intricate and subtle.

As far as the brand’s current “It” status goes, Gvasalia & co. kept it terse and vague: “We’re thinking about restructuring.”

You can read the rest of the conversation here.

Read Full Article

What to Read Next

Vetements Reveals "Secret Project," Announcing New Brand Launch
Fashion

Vetements Reveals "Secret Project," Announcing New Brand Launch

“A brand from tomorrow, that is based on yesterday, on today.”

Vetements Unveils Its Long-Awaited "Secret Project": A New Brand Called VTMNTS
Fashion

Vetements Unveils Its Long-Awaited "Secret Project": A New Brand Called VTMNTS

With a Spring/Summer 2022 menswear collection featuring 100 looks.

Vetements' Reebok Spike Runner 200 Costs $1,007 USD, But You Do Get Vivid Yellow Branding
Footwear

Vetements' Reebok Spike Runner 200 Costs $1,007 USD, But You Do Get Vivid Yellow Branding

And a DMX Ride-fitted sole unit.


21 Savage and Metro Boomin Make It Big on the Stock Market in 'Brand New Draco' Music Video
Music

21 Savage and Metro Boomin Make It Big on the Stock Market in 'Brand New Draco' Music Video

Off of October’s ‘Savage Mode II.’

Nike SB Gives Stefan Janoski's Kicks a Sculptural Makeover
Footwear

Nike SB Gives Stefan Janoski's Kicks a Sculptural Makeover

Another nod to Janoski’s artistic prowess.

Jay Z Responds to Beyoncé's 'Lemonade' in "All The Way Up" Remix
Music

Jay Z Responds to Beyoncé's 'Lemonade' in "All The Way Up" Remix

Hov shares his first verse of 2016.

Tom Misch Shares New EP Single, "Watch Me Dance"
Music 

Tom Misch Shares New EP Single, "Watch Me Dance"

‘Reverie’ will drop on July 15.

A Breakdown of JAY Z's Revealing "All The Way Up" Verse
Music 

A Breakdown of JAY Z's Revealing "All The Way Up" Verse

In his first full verse of 2016, Hov addresses Beyoncé’s ‘LEMONADE,’ the elevator incident with Solange, TIDAL’s superiority over Spotify and Apple Music, his criminal past and more.

Fetty Wap & Monty Remix Playboi Carti's “Broke Boi”
Music 

Fetty Wap & Monty Remix Playboi Carti's “Broke Boi”

Remy gone Awful.


Wiz Khalifa & Lil Uzi Vert Connect on "Pull Up"
Music

Wiz Khalifa & Lil Uzi Vert Connect on "Pull Up"

With production from Ricky P and TM88.

A Look Inside Stutterheim's New York Flagship Store
Fashion

A Look Inside Stutterheim's New York Flagship Store

From Stockholm to the Big Apple.

This Site Lets You Enjoy the Entire 'Star Wars: A New Hope' Simply by Scrolling
Entertainment

This Site Lets You Enjoy the Entire 'Star Wars: A New Hope' Simply by Scrolling

Experience the groundbreaking sci-fi opus as you’ve never seen it before.

H&M's Next Designer Collaboration Is With KENZO
Fashion

H&M's Next Designer Collaboration Is With KENZO

Set for a November 3 release.

Snoop Dogg Teases 'The Return of Doggy Style Records' LP
Music

Snoop Dogg Teases 'The Return of Doggy Style Records' LP

The Doggfather will revive his record label with a new compilation album.

More ▾
 
Subscribe to our Newsletter

Gain access to exclusive interviews with industry creatives, think pieces, trend forecasts, guides and more.

By subscribing, you agree to our Terms of Use and Privacy Policy.

Adblock Detected.

We charge advertisers instead of our readers. If you enjoy our content, please add us to your adblocker's whitelist. We'd really appreciated it.