Demna and Guram Gvasalia Call Claims of Poor Vetements Sales 'Wannabe Journalism' - Fashionista

Demna and Guram Gvasalia Call Claims of Poor Vetements Sales 'Wannabe Journalism'

"To the disappointment of all the haters, we would like to declare that Vetements is in the strongest creative and financial state it has ever been."
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Though Vetements usually makes headlines for its meme-friendly products, buzzy collaborations and heavy street style presence, the fashion collective recently made the internet rounds for its supposed slumping sales, according to a piece published by Highsnobiety on Thursday. The streetwear-focused media brand spoke to various sources — from buyers to former sales associates at retailers that carry the label — on the selling and (diminishing) staying power of Vetements. 

On Friday morning, WWD released a story countering Highnosbiety's claims, including an official statement from Vetements CEO Guram Gvasalia. "To the disappointment of all the haters, we would like to declare that Vetements is in the strongest creative and financial state it has ever been," he told WWD. "We are definitely not going out of business and the speculations about our sales figures are not only false and defamatory in its nature but also simply ridiculous."

While Highsnobiety's sources remained anonymous, WWD received additional statements and quotes from buyers at several major department stores and retailers on the brand's continued success. 

In addition to Guram, Demna Gvasalia also released an official statement via Instagram on Friday morning, which is provided in full below:

Vetements does not support wannabe journalism based on lies and gossip. Today my team at Vetements is the strongest it has ever been. My responsibility and involvement at Vetements have not changed or been compromised in any way since day one. Despite a four year old confusion I have always been the creative head of Vetements. My focus is, was and always will be the product and the customer who wears it. Fashion is not about hype, nor about useless gossip or opportunistic pseudo journalism, fashion is about clothes. So is Vetements.    

Well, there you have it, folks. It's time to leave the so-called rumors behind and focus on the clothes. Thoughts on this Vetements denim skirt for $1,190?

Homepage image: Demna Gvasalia at the 2017 CFDA Fashion Awards in New York City. Photo: Dimitrios Kambouris/Getty Images

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