A brand with roots in both London and Tokyo, Velarof creates eclectic underwear for the modern gentleman. Combining the best of Japanese style and innovation with British influences and luxurious fabrics, Velarof brings unique luxury and unrivalled refinement to the art of sartorial expression.
It starts with the base layer.
Founded in October 2020, Velarof is a luxury undergarment brand masterfully blending Eastern traditions with European influences. With an emphasis on print and colour, the collection borrows influences from Japanese culture and history with iki-inspired patterns bringing a unique dimension to base layer dressing.
In addition to premium style, Velarof designs promise unrivalled comfort with their super-soft fabric offering a second-skin feel during wear.
What is iki?
Iki is the unique Japanese aesthetic at the heart of the Velarof brand. Rooted in Japanese history and culture, iki originated in the 19th Century as a way for the affluent merchant class to express their new-found wealth and status without provoking the samurai class, which dominated Japanese society at the time.
Their approach was subtle, expressing themselves in clothes that seemed unextraordinary at first glance but revealed superior craftsmanship and exquisite details on closer inspection. These quiet touches may have escaped the notice of the samurai, but they were admired among the urban elite of Edo—as Tokyo was then known.
Today, Velarof brings the spirit of iki to the world of contemporary international menswear. Underneath it all, our eclectic underwear brings style, energy and modest luxury to the modern gentleman’s everyday wardrobe.