Vetements chief Guram Gvasalia debuts new Reebok collaboration in Hong Kong

HYPEBEAST recently spoke with Vetements CEO Guram Gvasalia, who was in Hong Kong last Sunday for the brand’s pop-up at Kowloon’s Kai Tak Cruise Terminal.

Gvasalia touched on the focus of the label, the reason behind recent events held by the brand, and the story of Vetements’ upcoming Reebok sneakers.

Today the virtual reality is not so virtual any more, Gvasalia said.

“We see and experience the world through the screens and actually have no need of leaving the house. We live the most comfortable life human kind has ever lived, which honestly makes it super boring. It’s a part of human nature, to want things that we cannot have. Today we can have everything at anytime, anywhere. And because of that the desire is gone.”

No one is the “one” any more, because by swiping left, there are many more “ones” to choose from.

“As everything is so accessible, everything becomes replaceable. Friendships, relationships, clothes, phones, interests, personal style, gender, sexuality, to name a few ….

We don`t need to wait for next week to see what is going to happen in our favourite TV Show, because no one watches TV any more, we binge watch Netflix.

We don’t need to go to physical stores because we can order anything online, from cheap stuff from Aliexpress to Love bracelets from Cartier website.”