World's hippest fashion brand honours regional Swiss trains with 735-franc hoodie
Zurich-based fashion collective Vetements has just launched a hoodie with lettering modelled on eastern Switzerland's THURBO trains.
At first it may not seem like a match made in heaven: the wedding of what is probably the world’s most-discussed fashion brand right now and the regional trains that link towns in eastern Switzerland like Winterthur, St Gallen and Konstanz.
But design collective Vetements, known for its ironic take on fashion, has never worried about convention. or even about standard ideas of elegance or style as its infamous DHL T-shirt demonstrates.
The brand, headed up by Georgian Guram Gvasalia, shocked the fashion world by moving from Paris to Zurich last year, and is now busy finding unusual sources of inspiration in its new home of choice, including regional train operator THURBO.
A new hoodie features the brand name Vetements in the distinctive colourful font of the Swiss train company, while underneath the THURBO motto 'Die Regionalbahn' (The regional train line) can be seen.
“We had to smile when we saw the hoodie the first time,” acting THURBO boss Werner Fritsch told regional daily radio station FM1.
A THURBO train with the lettering used by Vetements for its hoodie. Photo: THURBO
He admitted the fact Vetements had not asked for permission to copy THURBO’s styling had led to discussions about possible legal action.
“But we can see the lettering was not used in a negative way, so it’s OK by us. We have also seen the company has used other firms so now we belong to the big boys,” he added.
The price tag of 735 francs is another matter however. “I don’t think any of us here have ever ordered a hoodie like that,” Fritsch said.