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The overall design concept for Velour’s Fall/Winter 2010 Collection is conceived with a classic preppy look in-mind. Traditional garments are re-designed in a stylish, yet effortless, way. This style has Swedish west coast influences and addresses curious individuals who are reflective and make their own interpretations of style. All joined together in a perfect fit. Presented are looks from the new season with some brief history into Velour offered below.
The Velour story started back in 1997 when Per Andersson rummaged through the store of his grandmother’s old ready-to-wear, which closed in the mid-eighties, after 50 years of business. He decided to make use of this asset and opened Nostalgi with a couple of friends. The shop sold the dead stock clothes together with re-makes, art, design and became a forum for the Gothenburg independent scene. Nostalgi’s creative customers inspired the Velour team to, in 2002 take the step towards designing their own clothes; and the first collection was launched in 2005. Velour’s nerve springs out of their history, eclectic inspiration and their values.