Vaporize was launched in 2001 under the supervision of James Iha,
guitarist of THE SMASHING PUMPKINS.
The brand name derives from the British band FLEETWOOD MAC’s song “Vapor Flower”.
Their SS19 GRUNGE refers back to its initial concept, 'clothes in my closet'.
Those days when an old flannel shirt from a second hand store was paired
with tatty jeans dug out at a thrift store, seeking out our own unique style,
has now grown beyond the fashion and musical scene into a culture.
The reconvening of Smashing Pumpkins in 2018 seems
like the perfect time to introduce the 2019 version of grunge that mixes
the mood of the past years with the fashion and vibes of the younger generation of today.