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DHL collaborates with Vetements and Joyce to host secret fashion event
A fleet of DHL vans assembled at the former Kai Tak airport in Hong Kong on Saturday, for a one-off event hosted by fashion company Vetements and clothes store Joyce.
The Parisian Vetements made waves last year when they featured a DHL-branded t-shirt in their spring/summer collection. The shirt subsequently sold for hundreds of dollars.
Vetements are continuing their collaboration with DHL this year, bringing out a DHL raincoat, alongside Tommy Hilfiger hoodies and Reebok trainers.
The cult status of the designers attracted long queues of fashionistas keen to get their hands on the products—some reportedly queueing for up to 20 hours. The event had been announced only one day earlier via the Vetements Instagram.
Guram Gvasalia, the CEO of Vetements and co-founder with his brother, Demna, who designs the clothes, recently visited Ken Allen, CEO of DHL Express, in Bonn.
“They have this whole room dedicated to people wearing the DHL uniform, taking pictures in fashion poses,” Gvasalia told Vogue.
Hong Kong was selected as the location for the event after Allen explained that the city was one of DHL’s hotspots. DHL provided 25 trucks and 13 containers.