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The young Georgian brothers behind the hip brand Vetements, whose new collection hits the Paris catwalk Thursday, have still bigger plans – to revolutionize the way the fashion business works.Designer Demna Gvasalia, 34, newly installed at the head of Balenciaga, is such a hyped talent that the rapper-turned-designer Kanye West last week threatened to poach him. Vetements produces only two collections a year, he said, while the big houses produce six to eight which means clothes are only in the shops for a matter of weeks before the price is slashed in the sales.Vetements – which simply means "clothes" in French – began as a collective of seven anonymous designers who also worked elsewhere until Demna Gvasalia stepped out of the shadows. It made its name with oversized streetwear, cleverly juxtaposing cheap materials and luxury looks, with Gvasalia claiming his principle inspiration was riding the Metro through one of the roughest stretches of the French capital. Yet his brother said the pressure to turn out so many collections was also impacting on creativity.
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