It is news that Vetements has launched a rebranding plan. Zurich-based Vetements remains silent about the rebranding, but industry news suggests that Vetements will soon change its brand name or release a sub-label.
It is analyzed that the biggest reason for Vetements to reorganize its brand is because of its brand name. Vêtement means ‘clothes’ in French. For reference, Vetements applied for a trademark registration application for the phrase ‘VTMNTS’ completed in a specific bold font from April 2020 to February this year and requested use protection for the logo applied to various clothing and accessories.
So far, there have been some restrictions on Vetements’ full use of brand spelling, including vowels. The U.S. Patent Office, for example, considered the word “Vetements” as a “simple description” of a product, not a brand name. In other words, the Vetements logo graphic was classified by formulas representing the ingredients, quality, characteristics, functions, etc., of a specific product or service. Therefore, it is known that Vetements are struggling to obtain permission to use their logos as they do with other brands.
Of course, it is not yet known what specific plans Vetements is working on, but they recently announced through their official Instagram account that there would be a ‘big announcement soon.’ Vetements CEO Guram Gvasalia also introduced Vetements Burger in an interview with the fashion media <WWD>, saying, “We will always find an alternative to get things done. There will be more interesting announcements in other countries this year, not just food.”