Velour: Swedish Menswear SS17

June 14, 2016 BY WATM STAFF

b9a2e3424c22e218c7e713020a73724b815f8ed4Offering clothing for Creative Minds—sustainable and well-dressed -- is Velour’s mission. This Swedish menswear label is known for evolved menswear staples made with updated fabrics, and design for the innovative entrepreneurs, artists, authors, chefs, businessmen, sportsmen or students who gravitate towards the collection.

The label evolved from a popular Swedish deadstock store, Nostalgi, which, in 2002 began offering a vintage-inspired in-house collection. Now the brand is more modern and progressive minded, and under the creative direction of Per Andersson, Velour is one of Swedens’ most innovative labels.

The brand launched at Capsule back in 2008, and now, Velour is back with a new look and a new focus-- introducing a luxe collection of sustainable jeans wear using Svanen denim. We caught up with Per as he preps for Capsule Paris SS17.

(c) What inspired the SS17 collection?
PA: The 90's Swedish west coast electro-pop scene. The collection is an homage to the Creative Minds that inspired us and pushed us forward as a brand for 20 years!

(c) What are the key items in this collection?
PA: Organic "Svanen" denim, sustainable linen shirts and of course our renowned chinos range.