If you’ve got a Vetements raincoat, you probably felt like the king-fucking-shit last week. Strollin’ the streets, hood up, flexin’ that logo and flashin’ that swag. This week: not so much, amirite?
You probably feel like a chump. Why? Because of Vetememes: the $59 bootleg that swept the internet and made your $700 slicker feel a little less bulletproof.
Launched by Davil Tran, a 22-year-old customer service rep for Grailed, the parody jacket throws a mirror in the face of all the Vetements hype beasts and the age-old, desperate chase for cool. Tran says he focused on the raincoat because of how “meme” it is: “You can’t look at any street style right now without seeing it,” he told WGSN. In other words (and this might sting a little…) the jacket was already a joke before he made it into a joke. In fact, it was so everywhere during fashion month that by the final week, every new sighting begged the question: has Vetements jumped the shark?
The whole thing is more than a little meta considering creative director Demna Gvasalia’s own affinity for the knock-off (see this season’s DHL tees and subverted Champion sweats, not to mention next fall’s Canada Goose bootleg). But Tran’s commentary is directed less at the brand itself than it is at the cult of Vetements and the hype machine. By definition a meme is “an idea, behavior, or style that spreads from person to person” and clearly the thirst for dat logo has made victims of more than a few raincoat-clad fashion followers.
While Gvasalia’s high-fashion rip-offs are a hat trip to the street, Tran’s parody is a poke at the poseur. But that’s the thing about wearing a logo—you’re putting yourself out there. Whether it earns you props or pans comes down to why you put it on in the first place.