Velvet was born from the vision of a fashion-forward family led by Jenny Graham, the brand’s creative director since day one. After moving from South Africa to Los Angeles, Jenny helped shape a label rooted in family craftsmanship and refined design sensibility. Velvet represents a concept of laid-back luxury, defined by high-quality materials, careful construction, and timeless silhouettes. The collections offer an effortless balance of comfort and sophistication, creating everyday garments with a relaxed yet polished aesthetic.