Vetements vs Vetememes: no lawsuit for the parody of their raincoat.
BY VALENTINA NUZZI
In the digital era, it is not rare to see news (or characters) transformed into viral phenomena. Some of them become so widespread over the web that people start making “memes” out of them – literally: “ideas that spreads like a virus by word of mouth, email, blogs etc”.
This is more or less what recently happened to Vetements. The subversive brand, headed by Demna Gvasalia, has become an authentic social phenomenon, so much that its creative director is now at the helm of Balenciaga and that its runway pieces are the most seen among the street style reports of the whole word.
Similarly to what occurred last week to Kanye West – whose “Pablo” merchandising has been copied (and successfully sold) by a 17-year-old guy known as AssPizza – Mr. Tran, a 22-year-old architecture student from Brooklyn, has “revisited” Vetements’ iconic black raincoat printing the word “Vetememes” on the back of it.
Instead of what you may think, the parody has become a hit. First of all, it is available for only $ 59 on its official website – yes, there is a Vetememes’ official website – and secondly, Demna Gvasalia has taken it in his stride:“Vetements will not be filing any lawsuits over the Vetememes raincoat and hope that he has enjoyed making his project as much as we do making our clothes” he wrote in an email. For sure we have enjoyed it.