Scan Magazine, Issue 111, April 2018

Page 44

Scan Magazine  |  Special Theme  |  Top Swedish Fashion Brands 2018

Ruben Östlund wore the tuxedo at the Oscars 2018. Photo: Sina Görtz.

Jens Lekman, musician. Photo: Amanda Andréas.

Environmentally conscious nostalgia Back in 1997, when Per Andersson rummaged through what remained of his grandparents’ clothes shop, which had closed in the 1980s after 50 years in business, he realised that he might have struck gold. The stock of clothes left behind had the potential of being blessed with a second life, partly owing to the growing interest in vintage design. By Pia Petersson

At the time, Andersson was studying finance at university but thought that maybe it was worth taking a chance on doing something different. “I decided to make use of my grandparents’ assets and opened the shop Nostalgi together with a friend. We sold deadstock vintage clothes in addition to remakes, art and design and soon became something of a hub for the Gothenburg independent scene,” says founder and creative director Andersson. The shop quickly attracted big Swedish alternative musicians such as Håkan Hellström, Soundtrack of Our Lives and Robyn. “After a few years, we started doing replicas of the best stuff sold in the shop. We sold these under the brand name Velour by Nostalgi,” Andersson continues. The first full collection was launched in 2005 with the aim to create a well-dressed and sustainable look for the man in tune with time. Much of the focus on sustainability has come with time, as the brand has evolved. “When we started, the con44  |  Issue 111  |  April 2018

cern for the environment was not that high up on the agenda. However, we began to talk about the environmental and human cost of producing clothes. We looked at this from a philosophical perspective and came to the conclusion that we all must do something. Based on this, we today take into account both human and environmental conditions when it comes to our clothes production,” Andersson explains. Consequently, a big part of the clothes are produced in accordance with Svanen, the certified sustainability eco label for the Nordic countries. The criteria to obtain a Svanen certification are very strict and include environmental, quality and health considerations. The success formula of mixing stylish retro design with a serious commitment to an environmentally friendly production cycle has evidently worked well. Proof of this is, for instance, the fact that the internationally acclaimed Swedish film director Ruben Östlund is collaborating with

Velour by Nostalgi and wore one of their tuxedos to this year’s Academy Awards. Perhaps it is true that the simplest business ideas are usually the best. Describing Velour by Nostalgi, Andersson concludes: “Why not create the world’s most good-looking and sustainable menswear line for men who actually care?”

The world’s first Svanen-labelled jeans, by Velour by Nostalgi. Photo: Velour by Nostalgi

Per Andersson, founder of Velour by Nostalgi. Photo: Velour by Nostalgi.


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