Velour by Nostalgi
Velour by Nostalgi is a Swedish fashion brand from Gothenburg that grew out of the vintage shop Nostalgi. It makes casual clothing for men and women with a Scandinavian, music-influenced sensibility.
| Country | Sweden |
|---|---|
| Base | Gothenburg |
| Origin | Vintage shop Nostalgi |
| Categories | Menswear and womenswear |
| Website | velourstore.com |
What is Velour by Nostalgi?
Velour by Nostalgi is a Gothenburg clothing brand that developed from a vintage store into a label of its own. It is closely associated with the city's independent music and creative scene.
History
The story began when founder and creative director Andersson, then studying finance at university, opened the shop Nostalgi with a friend. The store sold deadstock vintage clothing, remakes and art and design pieces, and became a hub for Gothenburg's independent scene, counting musicians such as Håkan Hellström, The Soundtrack of Our Lives and Robyn among its early customers. From this base the team went on to design its own collections under the Velour name.
Products and positioning
- Clothing for men and women
- Designs influenced by vintage and music culture
- A heritage in deadstock and remade pieces
The brand has worked on collaborations, including one with the American footwear brand Sperry, and its lookbooks have featured musicians.
Distribution
Velour by Nostalgi sells through its own stores and website.
Why it matters
The brand is an example of a Scandinavian label born from retail and subculture rather than design school, turning a local community store into a fashion label.
Frequently asked questions
Where is Velour by Nostalgi from?
Velour by Nostalgi is a fashion brand from Gothenburg, Sweden.
How did Velour by Nostalgi start?
It grew out of Nostalgi, a Gothenburg shop selling deadstock vintage clothing, remakes and design pieces that became a hub for the local music scene.