VELOUR fall/winter 2011 video
Some time ago we made a post on our site about how the french name of our new shop "Héritage", when translated into english, is called "Inheritance", Only a few weeks after doing so, this lovely video by one of our favourite brands Velour was released under the same title name.
A pleasant coincidence which denotes how well matched this brand is for our shop.
...The term "collective consciousness" describes this occurrence quite well (and is an interesting theory about how different people isolated from one another can be on a very similar wave length)...
We've been carrying this line for many years now and very much enjoy working with these sweet Swedes. The fall selection has arrived at the shop last week and includes Chinos, dress shirts, tuques, winter coats and dresses.
For the shooting of the Velour A/W 11 collection the team travelled to the place where everything about Velour once started. They went to the designer Per Anderssons grand parents’ old ready-to-wear shop, which closed in the mid-eighties after 50 years of business. This store was one of few clothing stores placed in a small town in the middle of the Swedish woods and has stayed untouched for several decades. In 1997 Per went through the old stock and decided to make use of this asset. He went back to Gothenburg and opened the shop Nostalgi in the center of the city together with a couple of friends. The shop sold the dead stock clothes together with re-makes, art and design and became a forum for the Göteborg independent scene. Nostagi's creative customers inspired the Velour team to, in 2002 take the step towards designing their own clothes; and the first Velour collection was launched in 2005.