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Vetements Dry Cleaning Laundry & Alterations.
Vetements held its ”Dry Cleaning” pop-up event at MAXFIELD LA. The brand created a temporary dry cleaners location and installed a rotating clothing rack imported from a New York dry cleaner.
At the exciting event, loyal fans could buy the brand’s regular merchandise as well as an exclusive Beverly Hills capsule collection. Guram Gvasalia, the mastermind behind Vetements, said: ”There are going to be a few goodies that you can’t get anywhere else, sold in quantities of only 50. Some will reference Los Angeles – there will be T-shirts that say ‘Beverly Hills,’ for example.”
Maxfield’s corner window was filled with flea market clothes to bring attention to the waste in the fashion industry. Gvasalia believes that no one really needs more clothes and he hopes that ”people will think about whether these things are really something they want to have. If they decide they don’t, that’s OK, too.” To limit resale and make sure that more customers get to buy a piece of their merchandise, Vetements limited purchases to one stock keeping unit of an item per customer.
Vetements ”Dry Cleaning” Event Address:
8825 Melrose Ave.
Los Angeles, CA 90069