VETMA x FLUB
PREFACE :
Six years after launching his first project, Forever Vacation, Flub has officially introduced his very first clothing brand : tern. Deeply inspired by the internet and its culture, Maxime aims to tell stories through garments while bringing back nostalgic elements that speak to a whole generation.
After recreating iconic moments like the “Hide the Pain Harold” meme and the classic Windows wallpaper, Flub and his team took things even further by collaborating with none other than the legendary software WinRAR.
It was truly a pleasure to speak with Maxime and look back on this unique collaboration. Flub and his team are incredibly inspiring individuals, and I sincerely wish them continued success on their journey.
Wishing you all a great read.
INTERVIEW :
Hey Flub, can you quickly introduce yourself ?
My name is Maxime, or Flub. I’m a French creative trying to create and share small stories.
tern explores the world of the internet through fashion. How did you come up with this idea, and why does this theme resonate with you so much ?
After working on my first project, Forever Vacation, for several years, I naturally realized that I was just as, if not more passionate about the internet as I was about clothing.
How did the collaboration with WinRAR come about ?
I really wanted to create a varsity jacket with a large back graphic that evoked internet nostalgia. While brainstorming with my team, the idea of using WinRAR’s visual identity came up pretty quickly. So we prototyped the concept and fought our way to get in touch with them to present our ideas.
When you pitched them the idea of a clothing collection, what was their reaction ?
They didn’t really understand why we wanted to do it. During our meetings, we could tell they weren’t as confident as we were about the potential impact of the project. Even now, I think some people on their team still don’t fully grasp why this made sense to us.
Was there ever a moment when you thought the collaboration wouldn’t happen ?
Looking back, no. The project and the proposal were a perfect fit for them, they had no reason to refuse.
What was the first emotion you felt when WinRAR approved the project ?
Relief. We were heavily invested financially and had put a lot of time into it. To give you an idea, they gave us the green light while we were already filming the commercial. It was a bit risky, but necessary to stay on schedule, and in the end, everything came together smoothly.
Creating a collection with such an iconic 2000s software brand is pretty unique. How did you find the balance between nostalgia and modernity ?
I don’t think we deliberately tried to balance anything. Our main goal was to design the clothes that WinRAR should have made 20 years ago, using the perfect fabrics, cuts, and products.
How has this collaboration influenced tern’s evolution ? Has it changed your vision for the brand’s future direction ?
This project is very representative of tern, it’s exactly what I had envisioned. If it hadn’t worked, it would have meant my vision wasn’t viable. Seeing how it turned out, I’m now convinced that tern will grow into something big. It’s just a matter of time.
Are there any hidden details or Easter eggs in the collection that only real geeks might notice ?
Yeah, quite a few! Usually, on our blue tag, when you shine a UV light on it, a planet appears. For the WinRAR collab, we replaced it with the software’s iconic stacked books. No one will probably ever notice, and it was expensive to produce, but I love that it exists.
Another fun fact: during the design process, we changed the color of "Win" in WinRAR to yellow for aesthetic reasons. Since then, a bunch of fake merch sites have copied that detail for no reason, even though the original logo never had that color before.
Which piece from the collection are you most proud of, and why ?
I genuinely love all of them. We initially prototyped about fifteen designs and only kept the ones we were absolutely sure about. The final capsule, as it stands, feels perfect considering our resources, knowledge, and vision at the time.
If you could go back, is there anything you would do differently in this collaboration ?
I would have pushed communication even further so these pieces could reach an even wider audience.
What was the biggest surprise or unexpected moment you experienced during the project ?
It was wild to see the bags reselling for three or four times their original price on eBay because Americans desperately wanted them, while at the same time, people in France were struggling to resell them for retail on Vinted. It was the first time our clothing had such an international reach.
If you could collaborate with another iconic internet-era tech brand, which one would you choose and why?
I can’t say just yet, but we’re working on a small, fun collab. I hope it sees the light of day.
After this collab, do you feel pressure to go even bigger with your next projects?
Not really. I just have to keep making things I love, things that scream internet the way I like it.
Thank you Flub for this interview
