If you were to anchor your brand in one defining moment, what would it be and why?
“When we as the first brand in the world received the Scandinavian eco-certification “Svanen”, for our denim line. This is part of Velour’s raison d’être – to be a sustainable and stylish brand.”

The symbol for your new collection is “Add Life”. What does it mean to you?
“It has a double meaning to it. It means that I always try to find fabrics that give life to my pieces. In the Internet age you cannot feel the fabrics before purchasing online, but and for me clothing is not about pictures. It is about tactility and fit. Quality materials are more important than ever when selling online. Add Life also means that we aim to add longevity to your wardrobe by making sustainable clothing.”

Which personal memories are being reflected in this collection?
“Well, I always tend to go back to the root of my inspiration, memories of the time when we had our store Nostalgi in Gothenburg, in the late 90s. Back then, musicians, artists and designers had an inspiring DIY work ethic. This season, I was also particularly inspired by the that area and its electro scene and underground cool.”

What do you want your items to say about the wearer?
“That the wearer cares about sustainable fashion. By wearing the clothes, he shows that he cares about our new sustainable denim  range, but simultaneously, never compromises looking well dressed. Velour’s idea is that a stylish look can be composed with the basics – a pair of chinos, a shirt and a coat, with the simple addition of a trendy detail.”

Where does your inspiration come from?
“It is time we take our responsibility in men’s fashion and give men a sustainable option. That idea has was the starting point for Velour by Nostalgi’s AW17 collection. The collection is a result of environmental activism, an anglophile look and recalls the prevailing attitude of Gothenburg in the late 90′ s and 2000’s.”

The 90’s seems to be a reoccurring inspiration to you, what about the decade inspires you?
“I liked the spirit of independence. Especially the electro movement, and the fashion with the style as a mix of American preppy with the attitude of the casuals fashion from the UK.”

The decade is obviously very current, but apart from the usual grunge inspiration that we usually see we see a much cleaner and minimalistic version of the 90’s from you. Why is that?
“The inspiration went into the 21st century and the look got cleaner. The salt and pepper denims are still there but as the american look of the 90’s were a lot about checked shirts it was mixed with a british casuals look and at the same time we have the heritage of the nautical secondhand look of the west coast. It is a mix. In the end this time the look got more into the british theme.”

You have said that you want to change classic menswear. How do you want to do that?
“By offer a fully sustainable and carrying product in a welldressed look! For me the biggest stereotype is still the unconcerned and irresponsible production of clothes in the menswear of today. For me that is why it is important to challenge that stereotype.”

Is menswear creative enough today?
“For me it is important is that every brand has its own role to play and we want to play the role of the sustainable progressive, but at the same time deliver fashion. Creativity is not only designing new stuff, it’s also about in what sense you can make your product last.”