Is Vetements About to Rebrand?

The divisive label may be switching up its name or at least filing for a new sub-label.

Fashion
10,031 Hypes 5 Comments

Vetements may be planning to switch up its branding, as evidenced by trademark filings first spied by the ever-adroit Fashion Law. The divisive Zurich-based brand could instead be toying with a diffusion line or sub-label, though it has unsurprisingly remained mum on future plans.

Though its name was intentionally chosen to reflect an unassuming approach to garment design, the term “Vetements” has become inexorably intertwined with the fashion label — at least outside of French-speaking countries (“Vetements” simply means “Clothes” in French).

As such, its name has been given pride of place atop sneakers, outerwear and T-shirts, though it often obscures its name with scribbled text or densely collaged imagery. Of course, those statement prints have been parodied at length by satirical brand Vetememes but that only speaks to the instant recognizability of Vetements’ branding.

From April 2020 to February of this year, Vetements has filed trademark applications for the term “VTMNTS” and a specific, bolded typeface in regions that include America, the European Union and its native Switzerland, seeking protection for use of the logo atop apparel and accessories like jewelry and eyewear, among other things.

There are a variety of reasons that Vetements may have submitted the applications but, crucially, the firebrand company may be merely seeking defense for its logo-laden designs and could be weighing a rebranding to remedy the situation.

There have been several major roadblocks in Vetements’ path to trademarking its name with vowels intact. For instance, America’s Patent and Trademark Office has deemed its name (and the English translation thereof) to be “merely descriptive” of the goods that it produces. These kinds of rejected trademarks are defined as describing “an ingredient, quality, characteristic, function, feature, purpose, or use of the specified goods or services.”

Thus, Vetements is struggling to procure protection for its vetements because its brand name is too literal.

Currently, the label is positioning itself for a big year, with an enormous clothing collection rolling out throughout all of 2021 by way of monthly drops at select retailers. Purely from a speculative angle, it’s possible that this outsize offering consists of a backlog of Vetements stock that’s being pushed out to make way for future VTMNTS wares but, of course, nothing concrete backs up that consideration.

Still, Vetements recently hinted at “BIG ANNOUNCEMENTS COMING SOON” in a recent Instagram post. “We always look for alternative ways to do things,” CEO Guram Gvasalia told WWD earlier this month when discussing the Vetements Burger. “There are more exciting launches in different countries coming this year, and not only food.”

HYPEBEAST has reached out to Vetements about the VTMNTS trademark filings, which were granted a Notice of Allowance in America in February and a registration for online retail services in March.

Vetements is currently launching new goods from its immense Fall/Winter 2021 collection.

Read Full Article

What to Read Next

Vetements Returns With "Vetements Burger 2.0 Next Level Edition"
Food & Beverage

Vetements Returns With "Vetements Burger 2.0 Next Level Edition"

This time releasing around the world.

Vetements Drops Teddy Bear-Inspired Slippers
Footwear

Vetements Drops Teddy Bear-Inspired Slippers

Retailing for €1,590 Euros (about $1,884 USD).

Vetements' SS22 Collection Questions if We Are Already in the Matrix
Fashion

Vetements' SS22 Collection Questions if We Are Already in the Matrix

Revealing the devil doesn’t wear Prada.


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.

Netflix Launches Shuffle Feature To Help You Figure Out What Show To Binge
Tech

Netflix Launches Shuffle Feature To Help You Figure Out What Show To Binge

For when you don’t know what to watch.

PUMA Golf Reveals 2021 Excellent Golf Wear Collection
Fashion

PUMA Golf Reveals 2021 Excellent Golf Wear Collection

Inspired by golfers who bring their on-course style with them.

New Balance Tokyo Design Studio Modifies the 574 With Ridged Soles
Footwear

New Balance Tokyo Design Studio Modifies the 574 With Ridged Soles

A garment-dyed apparel collection will also accompany the launch.

A 'Pink' Supermoon Lit Up The Sky On Monday
Tech

A 'Pink' Supermoon Lit Up The Sky On Monday

The first of two supermoons to occur in 2021.

Imran Potato Teases Wild Slip-Ons That Look Like Human Feet
Footwear

Imran Potato Teases Wild Slip-Ons That Look Like Human Feet

Jim Carrey would be proud.


Miguel Dives Into Fashion With Sustainable "Schedule 1 Concepts" Collection
Fashion

Miguel Dives Into Fashion With Sustainable "Schedule 1 Concepts" Collection

The Grammy-winning musician tries his hand at eco-friendly fashion design.

NEEDLES Splashes Track Suits With Summery Tie-Dye
Fashion

NEEDLES Splashes Track Suits With Summery Tie-Dye

A lush makeover for the lightweight jackets, pants and accessories.

Kanye West's adidas YEEZY FOAM RNNR "Ochre" is Unveiled
Footwear

Kanye West's adidas YEEZY FOAM RNNR "Ochre" is Unveiled

A colorway that’s reflective of the Summer season.

Jeff Koons Is Now Represented by Pace Gallery
Art

Jeff Koons Is Now Represented by Pace Gallery

Parting ways with blue-chip galleries, David Zwirner and Gagosian.

Bill Murray’s Iconic Air Jordan 2s From 'Space Jam' Are Now Up For Auction
Footwear

Bill Murray’s Iconic Air Jordan 2s From 'Space Jam' Are Now Up For Auction

The current highest bid is $12,500 USD.

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.