28 July 2016 18:00:00
Velour: how Scandinavia deals with classics
A modern Swedish classic inspired by the past
The evolution of the Swedish menswear label started when Per Andersson, today creative director, together with a couple of friends opened the deadstock store in Göteborg called “Nostalgi” in 1997. By the way, they chose such name not by chance: it was after Per Andersson rummaged through his grandmother’s old ready-to-wear shop, which closed in the mid-eighties after 50 years of business. That is where nostalgic moods come from. Afterwards the shop started selling remakes, art and design — and later, Velour, Andersson’s first clothing line. Garments that came through various subcultures of different eras made Nostalgi a popular place among creative people.
The history does not end at that point — Andersson decided to continue developing his business. The conception of Nostalgi and some customers inspired him to take the step towards designing his own collection, offering replicas of iconic garments. So, in the year 2002 Velour brand was founded. Since that time Velour by Nostalgi has had the ambition to challenge the classic menswear conventions with expertise and materials from the best factories worldwide. Now the company aims for a well-dressed look that is in tune with time adding life to our wardrobe by offering updated fabrics and design. By collaborating with some of our time most inspiring Creative Minds, it adds life to the brand. A shirt combined with chinos made of the best fabrics with some unusual print — is the ideal everyday outfit, designers from Velour think. The first collection of the brand was launched in 2005. Velour is today present in over 20 countries worldwide with the main branches in Göteborg and Amsterdam.
It doesn’t matter whether you are an entrepreneur, artist, author, chef, businessman, sportsman or student. What is important is that the creative community pushes development forward. In Velour they want to contribute to this movement by fulfilling their needs of reliable clothing and giving something back to the visionaries that inspire the brand to move on and continue creating high-quality clothes. Velour produces garments that wouldn’t look out of place at Grandma Andersson’s old shop, but with a modern, sartorial flair.
Closer to the art
For the founder of Velour it is important to have an opportunity to cooperate with creative people and brands. The company has made collaborations with Clarks, Le Berlinois, Sperry Top-Sider and even with Poppels Bryggeri brewery. Moreover, a lot of famous people were involved in the process of creating lookbooks, such as Swedish film director Ruben Östlund, Swedish indie folk singer-songwriter and guitarist José González and interactive designer Johan Andersson.
Check all Velour assortment in our store.
VelourMen's bomber jacket Marc Navy
VelourMen's shirt Standart Lotus Flower Light Blue/Washed Navy
VelourMen's trousers Adan Chino Black
VelourMen's shirt Common Brushed Oxford Navy/Off White
VelourMen's shirt Common Dot Linnen Black/Off White Melange
VelourMen's trousers Adan Chino Bottle Green
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