Yes. Velour may well be a plush, knitted fabric. However, in this case, it's a collective who make clothes of a darn good quality and style! After taking over an inherited rummage store in 1997, Velour grew, and by 2002, the team (based in Göteborg, SE) took to the challenge of designing clothes; and from this position their first collection was launched in 2005.
Now, 2010. Velour can be found in more than 100 selected retail shops, mainly situated in the Scandinavian countries Norway, Sweden, Finland and Denmark. The popularity of this young brand is ever-growing at present! If their latest Spring/Summer collection is anything to go by, it's due to their simple detail, pastel scheme, alongside comfortable fabrics with a clean/basic, yet trendy styling. Velour maintains functionality, but with a certain je ne sais quoi...
The overall design concept of Velour springs out of a classic preppy look with traditional garments redesigned in a new stylish, yet effortless, way. They say, "We call this Feelgood Preppy". This style appears to have strong 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. I can't wait to get a couple more pieces in time for Summer!
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