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.