the velour story started back in 1997 when per andersson rummaged through the store of his grandmother's old ready-to-wear shop. he decided to make use of this asset and opened a shop with friends to sell through the dead stock clothes together with re-makes, art and design. the shop's creative customers inspired the velour team to, in 2002 take the step towards designing their own clothes; and the first velour collection was launched in 2005.
velour is offering a perfect fit and beautiful details, leaving it up to the wearer to create his or her own individual style, offering key pieces or a whole wardrobe.
the overall design concept of velour springs out of a classic preppy look with traditional garments redesigned in a new stylish, yet effortless, way. the style has swedish west coast influences and addresses curious individuals who have an interest in trends but strive for individuality. they appreciate genuineness and are, by velour, offered an alternative to the ordinary fashion brands through everyday icons such as cardigans, check shirts, parkas and trench coats. colours are sober – like marine blue and brown – with colourful accents. these colours together with the prints and patterns are carefully created where every pigment, image and square has its place. all joined together in a perfect fit.
spring 2010 is still life's first season with velour and we're thrilled to be introducing the brand to the women's side of the store. a small selection of a half dozen styles fill out our spring batch - the first ladies leather jacket of the season from velour is amazing, as is the super soft denim dress. come by soon and try some of our favorite new swedish line out of gothenburg, velour.
