Men’s Cotton Chore Coat
Workwear of the Highest Quality. Vetra.
Paris in the 1920s: The young Edouard Beerens marries and receives as a wedding gift from his mother her former apron and overalls atelier in the heart of the city. From there, he started his own label by designing a complete collection of workwear for men in 1927. He chose a short form of “Vêtements de travail” (i. e. work clothes) as his brand’s name: Vetra. The success soon forced him to expand, so the entire company moved to the Hauts-de-France region in the north of the country in 1930 and subsequently opened new branches all over France. For decades, specialised workwear shops sold the Vetra collections for the most part to industrial companies. As a matter of fact, Vetra gained such an outstanding reputation that it became the subject of collective bargaining with some trade unions a while after the 1968 strikes.
In the meantime, the fashion industry has become aware of the brand. Currently, Richard and Edouard Beerens, the founder’s great-grandchildren, run the business. They preserve the heritage of the past and explore it with a sense of worthwhile discoveries. The garments they develop based on their findings prove their eye for style and details: Vetra clothing is for every day and comes in a fashionable cut derived from its function.
Article Number 202167
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