Vetra

 

Since 1927: The Legacy of French Workwear

 

Vetra was founded in 1927 in Paris by Édouard Beerens, a visionary entrepreneur driven by the need for durable, high-quality workwear for French laborers. At the time, workwear was often poorly constructed, uncomfortable, and lacked the resilience needed for the rigorous demands of manual labor. Édouard set out to design garments that not only provided functionality and longevity but also offered comfort and style, an innovation given that workers were responsible for purchasing their own workwear before the 1970s.

 

The name "Vetra," derived from Vêtements de Travail (work clothes), perfectly encapsulated the brand’s ethos from its inception: to create authentic, practical clothing tailored for hardworking individuals. Starting with supplying garments to French factories, Vetra emphasized the use of high-quality materials and local manufacturing, quickly becoming a leader in the workwear market. Over the years, Vetra has remained true to its roots, serving professionals from all walks of life while evolving its designs to meet modern demands.

 

About Vetra

 

Vetra is a heritage French brand renowned for its authentic, timeless workwear. Unlike many fashion labels that imitate workwear aesthetics, Vetra remains steadfast in its mission to create genuine work clothing that meets the needs of real workers—from carpenters to farmers, engineers, and artisans. The brand has stayed family-owned for four generations, maintaining its legacy of quality, tradition, and craftsmanship.

 

Proudly manufacturing its products in France, Vetra is committed to preserving the country's rich textile heritage, especially in a time when other brands have shifted to outsourcing for cost-saving reasons. Today, Vetra blends its rich workwear heritage with contemporary design, making it a staple in both professional environments and the global fashion scene. The brand’s minimalist aesthetic, clean lines, and practical silhouettes appeal to both workwear enthusiasts and modern fashion aficionados alike.

 

Products

 

Rooted in classic French workwear, Vetra’s product range has been reimagined for durability, comfort, and timeless appeal. The brand offers a diverse collection of high-quality garments, each designed with purpose and style in mind.

French Work Jackets (Chore Coats):

- The flagship product of Vetra, often referred to as the "Veste de Travail."

- Made from durable materials such as moleskin, cotton twill, and linen, providing both ruggedness and comfort.

- Features functional pockets, a relaxed fit, and minimalist design elements, with options in classic French blue and other versatile shades.

 

Work Pants and Overalls:

-Inspired by traditional French workwear trousers and bib overalls.

-Reinforced stitching and durable fabrics ensure these pieces withstand heavy use while providing a stylish, functional look.

-A staple for both manual laborers and modern fashion enthusiasts.

 

Shirts and Coats:

-Work shirts designed for practicality with a stylish fit.

-Coats crafted from sturdy fabrics like wool and canvas, offering warmth and protection without sacrificing style.

 

Fabrics and Construction:

-Moleskin: A soft, abrasion-resistant cotton fabric that’s both durable and comfortable.

-Corduroy: Perfect for colder climates, providing warmth and a textured look.

-Organic Cotton Twill: Lightweight, breathable, and sustainable for everyday wear.

-Linen: Ideal for summer, offering a relaxed and airy feel.

 

Each garment is designed to withstand daily wear while maintaining its clean, tailored lines, ensuring both functionality and style.

 

Why Vetra

 

Vetra stands apart from other workwear brands for its heritage, authenticity, and craftsmanship. Here’s what makes the brand unique:

 

True Workwear Legacy: Vetra has been crafting genuine workwear since 1927, offering a sense of credibility and authenticity that sets it apart from brands merely imitating the workwear aesthetic.

 

100% Made in France : Every piece of Vetra’s collection is produced in French workshops, preserving traditional craftsmanship and local expertise. This commitment ensures high-quality production while supporting local industries.

 

Timeless Designs: Vetra’s minimalist and functional designs remain as stylish today as they were when first introduced. The French work jacket has become a symbol of utilitarian fashion, beloved by workers, artists, and fashion enthusiasts alike.

 

Versatility and Durability : Designed for both function and style, Vetra garments are perfect for manual labor, casual wear, or as statement pieces. High-quality fabrics, such as moleskin and organic cotton, ensure both ruggedness and comfort.

 

Global Appeal: Vetra has successfully transitioned from niche workwear to a worldwide fashion staple, appealing to a diverse audience that values quality craftsmanship and timeless design.

 

Brand Highlights

 

Global Recognition : Vetra is sold worldwide in select boutiques and premium retailers across Europe, Japan, and the United States, with a strong presence at Le Bon Marché.

 

Collaborations: The brand has collaborated with designers and stores to create exclusive collections, such as its partnership with CLOSED, which blends Vetra’s workwear aesthetic with modern design influences.

 

Editorial Features: Vetra has been featured in major fashion publications, including Monocle, highlighting the resurgence of vintage and utilitarian fashion trends.

 

Cultural Relevance : The French work jacket, popularized by Vetra, has become an icon of understated style, worn by artists and creative professionals alike.

 

where to find

 

Vetra products are distributed worldwide through a combination of online and retail channels:

 

Official Website : Customers can browse and purchase directly from Vetra’s official website (www.vetra.fr), ensuring full access to the brand’s complete range of products.

 

Stockists and Boutiques : Vetra is available at premium stores and independent boutiques across major cities, including:

-France: Paris and other regions.

-Europe: London, Berlin, Milan.

-Japan: Tokyo and major cities.

-United States: New York, Los Angeles.

 

Vetra’s presence at high-end retail locations ensures its timeless designs reach a global audience, offering luxury workwear that stands the test of time.

 

 

Website https://www.vetra.fr/

Instagram @vetra_france_official

Photo vetra