There’s a line out of Sweden named Velour that’s new to us, but is by no means a new line. We just came across it, though, and we think you’re going to love as much as we do.
The Velour story started back in 1997 when Per Andersson rummaged through the store of his grandmother’s old ready-to-wear shop, which closed in the mid eighties, after 50 years of business. He decided to make use of this asset and opened Nostalgi together with a couple of friends. Nostagi‘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.The overall design concept of Velour springs out of a classic preppy look with traditional garments redesigned in a new stylish, yet effortless, way. We call this Feelgood Preppy. This style has Swedish west coast influences and addresses curious individuals who have an interest in trends but, unlike the fashion slave, are reflective and make their own interpretation. Check the images of the men’s collection for Fall/Winter 2010. Don’t forget to check out Velour‘s site for more info, images, and a list of stores where you can find the line.