Vetements, the renowned ‘street couture’ brand, is reportedly contemplating a significant change – a name change to VTMNTS. The company has taken proactive measures to secure the new name as a trademark in multiple countries, indicating its seriousness in rebranding. By eliminating vowels from its current name, Vetements intends to create a distinctive brand identity that is easier to protect legally and secure a ‘com’ domain, which is increasingly rare. According to The Fashion Law, a reputable source in the fashion industry, Vetements has already obtained approval from two authoritative bodies in the US to register and use the VTMNTS name and logo on a variety of products and in retail services.
Originally established in 2014 by brothers Demna and Guram Gvasalia, Vetements opted for a generic name that essentially translates to ‘clothing’ in French. However, this choice brought about challenges, especially in the US, where the Patent and Trademark Office rejected the registration due to its descriptive nature. It seems that this roadblock has prompted Vetements to explore a new, more distinctive name.
As of now, there have been no official announcements regarding Vetements’ potential name change. The brand has not made any updates to its websites or social media accounts. However, there seems to be a hint of anticipation as Vetements recently posted on Instagram, teasing “big announcements” to come while promoting a vegetarian burger menu. This potential rebranding could serve as an opportunity for Vetements to reinvent itself and recapture some of the allure it had when designer Demna Gvasalia was still associated with the brand. Gvasalia exited Vetements in 2019 to focus on his role as the creative director at Balenciaga.
When Vetements burst onto the fashion scene, it quickly gained attention for its unconventional fashion shows and distinctive designs. The brand’s signature reworked vintage pieces, oversized garments, and logo hijacking became iconic and were subsequently imitated by other labels. However, Vetements’ rapid success may have inadvertently worked against it, as it started to lose some of its originality and appeal. A potential name change could help the brand rejuvenate its allure and establish a fresh start in the industry.
While there is no further information currently available regarding Vetements’ decision on the name change, it is evident that the brand is diligently working to secure its new identity. With the potential for a new era and renewed creativity, fashion enthusiasts and industry insiders eagerly await Vetements’ next move.
Useful links:
1. The Fashion Law – Vetements’ Reported Name Change
2. Business of Fashion – Will Vetements Change Its Name?
