The Velour story is one of organic growth and humble beginnings. In 1997, ten years after the closure of his Grandmother’s ready-to-wear store, Per Andersson came across a treasure trove of trinkets that had accumulated and forgotten over 50 years of business. This initial finds became what would be known as Nostalgi, a collection of sought garments re made and re used, housed among a myriad of local art and design that become integral to the Goteborg independent scene. Word spread, and the aesthetic Andersson was trying to project had struck a chord with clientele both local and abroad.

In 2002 the progression of Nostalgi saw Andersson enter the rag trade, with the initial Velour Collection launching in 2005.

The Velour concept takes its inspiration from classic tailoring and Ivy League styling, reinterpreted in a Scandinavian approach that Andersson describes as, ‘feelgood preppy’.

Velour strips a piece of its seriousness, and through a palette of muted blues and browns, accentuated by pops of pattern and print, seasonally creates pieces that work seamlessly into a wardrobe.

No matter your mood, no matter the weather, Velour is committed to delivering what can only be described as the embodiment of ‘effortless style’.

Our selection of the collection is in store and online now...