We just heard about a great new menswear brand that we just had to share with you. It feels like everyone is hot on the heels of that “Scandi” look. That nordic style has been growing in popularity for the past few seasons and Velour is here to provide your fix.
The Velour story started back in 1997 when (founder) 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. Today the Velour team consists of a dozen people including founder Per Andersson. Operating in 100 retail shops in the Scandinavian countries; it’s just a drop in the ocean – which we love. It’s small, unknown in the UK and still has that family-vibe about it.
Most Scandinavian inspired menswear is very technical, it’s not loud, nor particularly colourful – it’s all a bit too tame for us. Velour combines the crispness of these Nordic influences and mixes them up with a bit of preppy playfulness. Colours like marine blue and brown are played off with colourful accents.To stand out this summer with understated, classic style and a few mad prints like that insanely beautiful suit (below) Velour have you covered. Blazers start at €330, trousers €170 and shirts from €100. Plus it’s such a gem to know that no one will be really rocking this brand in the UK, for now.