Velvet is the creation of a fashion forward family, helmed by Jenny Graham, our creative director since day one. Prior to opening, Jenny Graham had immigrated from South Africa with a degree in teaching. Initially Jenny worked as an assistant in film and her parents worked crafting belts and accessories in San Diego. Having worked in fashion her whole life, Jenny’s mother was quick to notice her style and eye and encouraged her to move to Los Angeles and join the family ventures. After several successful partnerships, the Grahams decided to keep it all in the family and Velvet was born. The vision started simple—laid-back luxury with a focus on fine materials and craftsmanship.

As demand grew, expanding into menswear was a logical next step. Jenny Graham has always held the belief that “men, of all people, love to feel soft,” so the premise was to use the same luxe fabrics as were used for women’s line. Like the fabrics, the vision maintained the ethos of simple luxury, comfort and craft.

Our next milestone was reached for the brand when our own dedicated retail stores were opened in the LA enclaves of Brentwood and Venice. The simple light filled spaces remain a perfect place to showcase Velvet’s signature collections and a curated selection of accessories.

After branching out to Manhattan and the Hampton’s, Velvet hopped the pond, with its first location in London’s West End, establishing the brand as an international institution.

In response to a shift in demands due to covid, the new Velvet by Jenny Graham brought the brand full circle, focusing on basic sweatshirts and tees, as the world went into lock- down and no one left home. In a post lock-down world, the line has evolved as a go-to for diverse luxe staples. Jenny Graham home was also born out of a unified vision that focuses on simple luxury, sustainable practices and quality craft— often using the same fabrics as the clothing line.

“Velvet is as relevant as ever in the fashion industry, now that people focus on less being more, and having those amazing pieces that you can wear over and over and over again.”

- Jenny Graham