Vetra

Vetra is one of the OGs in French workwear and a family business with their atelier in Paris since 1927.

The Beeren’s story is one of enterprise, family, creativity, pride, and resistance. In 1940, the family sabotaged their factory and cut up all clothes to prevent the occupying Nazi regime from using the machines to make uniforms. On their escape, they had only time to bring one machine – a REECE buttonhole-maker that stayed on continuous operation until 2010, having then made 895 million button holes.