01 — Origins
The first Velora coat was sketched in a taxi outside Ludhiana in the winter of 2014. It was cut from 320-gram RWS wool that a family mill with forty looms had woven for us, and it took two years and eleven sample rounds before the lapel stopped collapsing.
That coat is still in the collection. It has been re-lined twice and re-pressed four hundred times, and we still make it to the same pattern.
02 — Materials
If we cannot trace a fabric to the mill that wove it, it does not go into the collection. Every swing ticket names the origin.
320-gram merino for outerwear and tailoring, woven on handlooms in a family mill of forty looms we have bought from since 2015.
Grade-A cashmere, spun to a 12-gauge knit that is fully fashioned — shaped, not cut, so nothing twists after a season.
Our main atelier. Cotton poplin, organic compact jersey, khadi twill and every wool tailoring piece are cut and sewn here.
Vegetable-tanned full-grain lambskin for the waxed jacket, dry-wax finished and re-waxed by hand each season.
Extra-fine 19.5-micron merino knitted in a seamless panel, so the side seams disappear entirely.
Hand-block printed cotton voile and 22-momme mulberry silk cut on the true bias for evening.
03 — Timeline
Six moments that changed the book — a pattern drawn on a receipt, one coat made by eleven people, and the winter we finally matched a cashmere hand-feel.
2014Drafted
The first pattern is drawn on the back of a receipt while waiting for the mill to finish a run.
2015Founded
Velora launches with a single double-face wool coat, made by eleven people in Ludhiana.
2018Knitwear
We travel to Ludhiana, find a spinner we trust, and spend two years failing to match the hand-feel before we order anything.
2021Evening
The slip dress is cut on a true bias from 22-momme silk after eighteen months of drape testing.
2024Traceability
Composition and origin are published on the product page and printed on every swing ticket.
2026Autumn / Winter
Collection No. 09, photographed across five cities between the hours of dusk and first light.
04 — Ateliers
Four partners, all of whom we visit at least twice a year. We publish their names because they deserve them.
05 — Repair
Any Velora garment can come back to us for re-lining, re-pressing and re-soling at no charge for the first five years. Beyond that we charge cost, not margin.