Founder, Laura Egloff immersed herself in the fashion industry from her early teenage years and launched Velveteen in 2013, after she discovered the freedom and fun of designing for stylish little ones.
Growing up in California and living in New York, London, and her current home city of Hong Kong has meant Velveteen is strongly influenced by her collective life experiences and own sense of style. The brand’s DNA is rooted by Laura’s 1970’s Californian beach childhood memories; where days were spent exploring hidden pathways, sharing secrets with friends and building fond memories – all with a sophisticated twist of rock ‘n’ roll.
When starting the brand, it was imperative to Laura that there was the support of their fine craftsmanship ethos. Velveteen made it their mission to only work with suppliers whose values align with theirs. They believe that true luxury comes from fair labour practices, growing job opportunities, and producing environmentally sustainable products and clothes with a long lifespan. They are dedicated to “doing well by doing good” and provide employment to mothers who would otherwise be unable to provide for and educate their children. They constantly strive to deepen their partnership with each woman that helps to produce the Velveteen collection