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| Art + Commerce's Steven Dam in a Worldnet hoodie. |
Commercial businesses have been experiencing an unexpected fashion
moment for several seasons now. Most recently, Balenciaga released a
$2,145 blue Arena bag for Fall 2017 inspired by
Ikea’s plastic Frakta shopping tote.
The house’s creative director, Demna Gvasalia, was spotted outside of
the show wearing an Ikea logo shirt, while Off-White’s Virgil Abloh is
now officially collaborating with the Swedish chain to reimagine the
carryall. Before Ikea, there was shipping company DHL, which entered the
spotlight after Gosha Rubchinskiy walked the Vetements Spring 2016 show
in a
logo T-shirt.
Now, Worldnet International, a logistics company that specializes in
luxury fashion, is giving DHL a run for its money thanks to its charming
logo hoodies.
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| Gosha Rubchinskiy wearing a DHL t-shirt at Vetements Spring 2016 (left), a Balenciaga "Arena" bag (right). |
They’ve become a bit of a casual Friday go-to for industry vets,
including PRODn at Art + Commerce senior producer Steven Dam. “It’s a
super-witty, smarter (and cheaper) version of the Vetements DHL
T-shirt,” Dam explains by email. “Anyone who works in fashion knows
Worldnet more than DHL.”
Vogue editors have
also fallen for it, from Entertainment Media Editor Sophia Li, who wears
it in-flight, to Accessories Director Selby Drummond. “We scouted our
most recent freelance accessories hire because he came to
Vogue
to deliver samples wearing a Worldnet hoodie,” she says. “Not only had
he styled it perfectly, but we knew instantly that he could get samples
shipped across continents ASAP—it’s the ultimate nod to insider
fashion.” Thom Browne’s director of brand relations and former
Vogue
Market Editor Kelly Connor considers it her off-duty piece, sporting it
“usually while chit-chatting with them on the weekends from my couch.”
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