Quiet by design.
Dressing well is an act of subtraction, not accumulation. Velum exists for people who stopped buying clothes and started building a wardrobe.
Six garments
Most clothing brands solve the problem of attention by making more things. We would rather solve it by making fewer, better, and telling you exactly what they are made of.
The catalogue changes when a mill improves a cloth or a supplier stops being defensible — not four times a year on a calendar somebody drew up in the 1930s.
How we price
Every product page splits its price into four parts, and the four parts add up to the number on the tag. No line is rounded in our favour.
Here is the Wide Trouser at €195, in full:
| Material | €46 |
|---|---|
| Manufacture | €62 |
| Transport | €7 |
| Margin | €80 |
| Retail price | €195 |
The margin is the part most brands will not print. Ours runs at roughly 40% and pays for the studio, the website, the returns that come back, and the wages of four people. A traditional wholesale label needs two to three times that to survive the retailer's cut. We do not have a retailer.
We do not run sales. A discount is an admission that the first price was wrong.
Shipping
Free across Europe over €150, otherwise a flat €9. Two to four working days, sent from Porto. Outside the EU, duties are calculated and shown before you pay — never invoiced to you afterwards by a courier.
Returns
Thirty days, at our cost, on anything unworn. We would rather have the garment back than have you keep something that does not fit — a wardrobe with a mistake in it stops being a wardrobe.
Repairs
Seams, buttons and small tears, free for as long as we make the garment. Re-waxing the Utility Jacket we will show you how to do yourself: a tin costs about €15 and lasts three jackets. Selling you a second jacket instead would be easier and worse.
Disclosure
Velum is not a real brand.
It was invented as a portfolio exercise — a way to show brand thinking, art direction and front-end craft on a project with no client and no compromises. Everything on this site is fiction:
- No company trades under this name, and nothing here is for sale.
- The six garments do not exist. Their fibres, weights, mills and towns are plausible, not factual.
- The prices and their breakdowns are illustrative. They are internally consistent, which is not the same as being true.
- The publications quoted on the home page are invented. No one has written about Velum.
- The photographs were generated, not taken. Nothing here was shot for this brand, no photographer was hired, and no garment in these pictures exists. The faces are generated too: those people do not exist either. All thirty-two images were made for this site and printed in a single duotone, so they read as one series.
- The checkout validates and confirms, then clears your cart. No payment is collected, no data leaves your browser, and no order is created.
Photography
The thirty-two images on this site were generated from written descriptions, then given the same duotone treatment in the files themselves — deep desaturated shadows, warm off-white highlights. There is no photographer to credit and no stock licence to honour, because no camera was involved. Saying so belongs here: a brand that prints its own margin cannot be quiet about where its pictures come from.
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