Vetements designer Demna Gvasalia has earned the dubious distinction of being one of fashion’s most divisive personalities, and much of it can be attributed to his label’s steep price points. After all, his parody shirts, crewneck sweaters, hoodies and sweatpants – blatant rip-offs and comparable in quality to their authentic counterparts – are uninspired at best, yet they still manage to command so much attention.
In an interview with The Telegraph, Gvasalia admits that even he’s not “crazy fashion enough to go and buy those things” and that that money would be better spent on a vacation.
Though his satirical pieces run the cheapest and, fittingly enough, tend to be among his most popular items, Gvasalia’s “ultimate goal is to be able to offer different things so the people who can’t afford to buy a leather jacket can buy a trench.”
The designer also clarified how the DHL parody came about. “Every day someone was saying, ‘The package didn’t arrive, we have to stop working with DHL, we will be bankrupt by DHL.’ DHL seemed to be more a part of my life than anything else so I thought, why isn’t it in the show?”
DHL gave Vetements the copyright to its logo after some persuasion and in exchange for 20 T-shirts.