Vétra was founded in 1927 by Edouard Beerans, and today his grandson Patrick finds inspiration in the industrial workwear designed by his grandfather nearly 100 years ago.
Originally created for the working class man, the iconic blue jacket has become somewhat of a signature for Sir Terence Conran, who has ‘always had a thing for “bleu de travail.” During the nineteenth century, the indigo dye used was incredibly inexpensive – perfect for French factory workers looking for nothing more than a protective smock. Loose-fitting and equipped with spacious pockets, the jacket allowed workers to keep their tools close to hand and stay shielded from the dust and grit of the unforgiving factory floor.
Today, Vétra’s workwear is still a celebration of resilient fabrics, practical silhouettes and a no-frills approach to style. The collection of Conran favourites pays homage to the heritage look; its authentic designs are easy to imagine lightly speckled with oil from machinery, or splattered with paint and clay.
Designed to be broken in, with every wear the character of each garment grows. As the years pass and the rich hydrone blue begins to fade, Vétra becomes even more faithful to the essence of Edouard Beerans’ original rugged designs. Transitional pieces of fashion history, Vétra workwear would be a covetable addition to the modern wardrobe for autumn/winter.
Featured imagery: http://www.vetra.fr/