Co-founders Jenny Graham and Toni Spencer founded Velvet in 1997 with an aim of reflecting the signature laid-back style of Los Angeles which they admired. With this in mind, Velvet began by producing stylish, effortless t-shirts which soon expanded into full womenswear collections. Menswear was launched in 2004, met with full denim lines launching in 2014. In 2020, the label established their Velvet by Jenny Graham collections which offers homeware, as well as organic separates. Today, Velvet is owned by Adastria USA, Inc. and Jenny Graham remains Creative Director of the brand. 

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Now encompassing full menswear and womenswear collections, Velvet provides everything needed for an everyday, elevated wardrobe. Known for their beautifully crafted, clean-lined basics, designs from Velvet are created from the finest of fabrics and produced primarily in the USA. The high quality of their collections, combined with their timelessness in design, means that Velvet pieces will be worn for a lifetime, proving go-to pieces time and time again. Effortless essentials are provided in relaxed tees, easy jeans and flowing dresses. Sophisticated colour palettes feature across fluid linen tees and printed dresses, offering versatile pieces which can be dressed up or down. From day to night, Velvet designs will work for any occasion and fit seamlessly into any collection. 

Velvet has boutiques located across the USA, with one store found in London. Their collections are also available online, through the brand’s website and via My Theresa and Harvey Nichols.