Hand wash, dry flat, fold, never hang: small habits that keep merino and cashmere soft season after season.
We started Velora because we wanted fewer, better things: clothes that feel good on the first day and better on the hundredth, and skincare with a short list of ingredients we can actually pronounce. Every piece in the shop is made in small runs by people we know, which means we can tell you exactly how it was made and how to look after it.
Start with what you already love
Before adding anything new, pull out the three pieces you reach for most. Look at what they have in common: the colour, the fabric, the way they move. That is your starting point, and everything else should work with it rather than against it.
Buy less, choose well, and look after what you have. Everything else follows from that.
Mara Ellison, Velora founder
Our three rules
- Natural fibres that breathe and soften with every wash.
- Colours that work with at least three things you own.
- Care labels you can actually follow at home.
Questions about sizing, fabrics or ingredients? Our studio team answers every message within a day, and you can always book a free styling session in person or by video.