According to The Fashion Law, the fashion label co-founded by the Gvasalia brothers, Vetements, has recently filed over 25 trademark registration requests worldwide. One of the main focuses of these registrations is a variant of the label name, “Vetements,” but with all the vowels stripped out, resulting in “VTMNTS.” This variation could potentially be seen on the brand’s labels in the future.
This move by the Zurich-based brand goes beyond mere fashion trends. It could be a reflection of the difficulties Vetements has faced when trying to register its original name. The term “Vetements” is quite generic, which often leads to challenges in the registration process. In the United States, for example, the term is considered “purely descriptive.” However, the registration request for “VTMNTS” was accepted there in February of this year, allowing its use on various items such as clothing, bags, sunglasses, perfumes, and jewelry. Additionally, a second registration related to e-commerce retail services was also approved in March.
Aside from the legal implications, the introduction of the “VTMNTS” variant could solidify its presence in the collective consciousness. This new variation of the brand could also serve as a crucial asset in the brand’s search engine optimization strategy. By incorporating “VTMNTS” in their online presence, Vetements could enhance its visibility and reach among consumers searching for its products or related content.
Useful links:
– Vetements Official Website
– The Fashion Law
