Iprojekthi eyimfihlo ibonakaliswe, indlu yaseZurich isungule i-brand entsha ebizwa ngokuba yi-Vtmnts kunye nengqokelela yeembonakalo ze-100.
Ileyibhile ithumele inkangeleko yayo yokuqala, ijezi enekhadi lovavanyo lukamabonwakude kunye neebhulukhwe ezimdaka, kwiakhawunti entsha ye-Instagram, @vetements_secret_project. Kwi-imeyile, uphawu luthumele ikhonkco leembonakalo ze-100 kwaye amanqaku okuqokelela athembisiweyo aya kulandela ngobusuku.
"I-PS: I-100 ibonakala imele ukuzibophelela kwethu kweepesenti ezili-100 kweli shishini," yatsho. Akukho zinkcukacha zithe zafumaneka ngoko nangoko.
Iboniswe ngokuyintloko kwiimodeli zamadoda, ingqokelela yayiquka iimpahla eziprintiweyo ezinebhakhowudi kunye namanani 83 836 36 87. Izikipa zazinezimelabizo zesini ezifana nethi “She/Her, “He/ Him” kunye “They/Them,” ngelixa ihoodie. unike imbeko kumboniso bhanyabhanya ka-1980 othi “Buyela kwikamva.”
Iwebhusayithi ekhethekileyo Umthetho weFashoni unike ingxelo ngo-Epreli ukuba Amagqala bafake izicelo zophawu lwentengiso ezingaphezulu kwe-25 zokusebenzisa uphawu lwe-Vtmnts kuyo yonke into ukusuka kwimpahla, izincedisi kunye neenkonzo zevenkile ezithengisayo ukuya kwiziqholo, izinxibo zamehlo kunye nobucwebe, okukhokelela kuqikelelo lokuba ibhrendi itshintsha igama layo.
"Utshintsho lwegama elicingelwayo lunokuba nengqondo xa kunikwa ubunzima bophawu ekuqokeleleni ubhaliso lwegama lokuthengisa kwimo yalo yangoku," isayithi yabhala, iphawula ukuba iVetements ijongene "noxinzelelo olukhulu" oluvela kwi-US Patent kunye ne-Ofisi yoRhwebo, okanye i-USPTO, ekuphenduleni izicelo zokubhalisa iiVetements zokusetyenziswa kwimpahla kunye ne-e-commerce.
Igqwetha le-USPTO elivavanyayo liye lalandula ukubhaliswa ngezizathu zokuba uphawu lwesicelo lwaluyinkcazo nje, ngokusekwe kwinguqulelo yesiNgesi yegama, elithetha "impahla" ngesiFrentshi, Umthetho weFashion uxele. Abavukeli abakhange bathethe ngamarhe okuba kuphinde kwakhiwe igama elitsha.
Ibhengeza ukuphehlelelwa kohlobo lwayo olutsha kwinyanga ephelileyo, indlu eseZurich ithe linyathelo lokuqala ekudaleni "uhlobo olutsha lwendlela enokuthi ibonakale ngayo i-conglomerate."
"Lixesha lokuba nesibindi, senze izinto ezahlukeneyo," uGuram Gvasalia, umseki kunye negosa elilawulayo leVetements, uxelele iWWD.
Uthe ingqokelela izakuba nobuhle obahlukileyo kwiVetements, ephefumlelwe sisinxibo samadoda kunye neekhowudi ze-sartorial, kodwa "iza kuthetha kuzo zonke izini." Iyingxenye yeqonga elitsha elibizwa ngokuba yiGvasalia Family Foundation, eliza kubonelela ngeengcebiso, uphuhliso lobugcisa, imveliso, ukubonelela, ukuhanjiswa kunye nenkxaso yemali.
Ukongezwa kwiqonga kwixesha elizayo akunakubakho kwicandelo lefashoni, utshilo uGvasalia, eqaphela indlela iVetements eyandisa ngayo uhlobo lwayo ekutyeni ngokusungula ibhega enegama kunye nomthengisi wefashoni waseMoscow i-KM20.
Yasekwa ngo-2014, iVetements kunye nomseki wayo oyilwayo uDemna Gvasalia bazuzwa ngokubanzi ngokubangela isinxibo sefashoni kwifashoni. UDemna Gvasalia wehla kwiVetements ngo-2019 kwaye ngoku ugxile eBalenciaga, apho ebengumlawuli wokuyila ukusukela ngo-2015.
"Lixesha lokuba nesibindi, senze izinto ezahlukeneyo," uGuram Gvasalia, umseki kunye negosa elilawulayo leVetements, uxelele iWWD kudliwanondlebe ngolwesiHlanu ngokuhlwa, xa indlu eseZurich ikhupha ividiyo emfutshane yomdlalo endaweni yentsha. ingqokelela ngexesha inguqulelo yedijithali ikakhulu Paris Men's Fashion Week.
Ikliphu, ebonisa imiboniso eshukumayo yezixeko zale mihla, iifektri zobugcisa obuphezulu kunye nevenkile ethengisa izinto ezinkulu ezidibene neentyatyambo ezityatyambileyo, iphetha ngeso eliqhwanyazayo eligutyungelwe ngomhla wokuphehlelelwa “kweprojekthi eyimfihlo.”
UGvasalia unqabile ukubiza igama lohlobo, kodwa wathi ingqokelela iya kuba nobuhle obahlukileyo kwiVetements, ikhuthazwe sisinxibo samadoda kunye neekhowudi ze-sartorial, kodwa "izothetha kubo bonke abantu besini."