VETRA brand was created by EDOUARD BEERENS in Paris in 1927. He designed the red VETRA logo with a manufacture at the back, as displayed on today’s label. Workwear brand names were currently in red ink in the first part of the 19TH century because referring to the working class emblem.
VETRA name has been basically composed of the abbreviation of VETements de TRAvail ( in English it would have been ‘WW’ ). The use of two syllables has made it easy to memorize the short synthetic brand name VETRA.
The color of the logo has changed with time. Indeed, after a period dominated by black and dark colors, fabrics in cotton/linen mixtures and pure cotton in the iconic French hydrone blue have taken the lead from the 50’s. VETRA logo has become naturally blue to symbolize this change. Then, it became even lighter and brighter in blue when the Bugatti blue color became popular in the 70’s while in parallel a gold yarn VETRA logo was stitched on the most iconic and high quality products of the range.
VETRA mottos have always highlighted the high quality of the products and the right fitting of the garments :
VETRA EVER LASTS
VETRA : THE WORKWEAR THAT FITS
VETRA THE TAILOR FOR PROFESSIONALS