Considering the sheer amount of air miles needed to ship products, do research and show at trade shows, it’s difficult Velour an ethical company was launched in 1997 by Per Andersson, Velour started out as a deadstock store based in Andersson’s native Sweden. He eventually began making his own pieces to compliment the deadstock and it’s from these remnants that Velour was born. The look of Velour is what some might simplistically call Scandinavian style – staple pieces in daring colours; The kind of clothes that a man who likes clothes and loathes fashion would enjoy. The fact they’re ethically produced is one that Andersson rarely even mentions – in sharp contrast to companies who try and guilt you into buying their products.
“Over 90 % of the Velour shirts and cotton dresses are organic cotton garments”, he explains. “It’s made under a registered trademark “green effort” which guarantee ethical production of the organic fabric in every step of the process - and unlike many other organic fabrics, ours isn’t blended with ordinary cotton”.
When it comes to the topic of prestige not being enough to sell products anymore, Andersson states, “I’ve never liked over priced products and I feel that it’s always important to provide added value product in terms of quality, ethical production, eco cotton fabrics and interesting design”.