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Vetements unveils its new secret project

Updated: Mar 25

Vetements has unveiled the launch of its new brand: Secret Project. The announcement was accompanied by a new Instagram account, @vetements_secret_project (currently private), and a teaser video with clips of random mega-cities, barcodes, and crowds that ends with a launch date reveal of July 22, 2021. The initiative is a collective brand — fully separate from Vetements — which takes inspiration from traditional menswear and sartorial tailoring while catering to all genders.

The new project aims to shake up the current state of an industry dominated by major players by providing talents of all ages with mentoring, technical development, production, supply chains, distribution, and financial support, according to Guran Gvasalia, the CEO of Vetements

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