New Brand Alert! VELOUR of Sweden

Finally rising out from under Stockholm's shadow, Gothenburg, Sweden’s second-largest city, is now creating its own buzz thanks to a recent slew of emerging designers. Velour, in particular, is blazing the way.
The Velour story began when Per Andersson opened Nostalgi, a retail store which shared a courtyard with a local music studio. Nostalgi attracted musicians, models and photographers, all of whom fell for Andersson’s uncommon selection of never-worn vintage - initially taken from the leftover dead-stock from his grandmother’s RTW store (which had closed in the mid-80s after 50 years of business). Nostagi's creative customers eventually inspired the Velour team to take the step towards designing their own stuff; and the first Velour collection was launched in 2005.

Integral to the Velour brand is the cotton shirt (RRP US$135), which focuses on great fit and beautiful details, e.g., a tight collar, decorative back cuts, Velour-exclusive fabrics. The look is traditional, yet completely here-and-now. Come and discover this refreshing young brand while it’s still a bit of a menswear secret!


Velour boutiques definitely have the whole ‘fashion/design’ thing down pat:-


Wearable basics are the calling card of Velour’s collection:-