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.
Founder, Raika Miyama, comments:
I launched the Velarof brand in 2020. Being fashionable is fun, but being fashionable for the parts which are hidden most of the time is more fun and cool. This is a Japanese aesthetic founded in the 1800s, it was more popular to have bright and stand out textiles on the wrong side of Kimono, which cannot be seen easily. That thought connects me to the underwear. Soon I found out there are only simple men’s underwear brands so this is when I decided to have a more colourful and playful men’s underwear brand.”
Velarof offers luxurious undergarments blending Eastern traditions and European influences. As Raika says: “I was born and raised in Japan, moved to the UK and it’s been about 15 years. Therefore my background is mixed and combines the culture of Japan and the UK. This is why we make fusion underwear as there are fusion cuisine restaurants.”
In supersoft fabric with an emphasis on print and colour Raika draws her inspiration from many influences including Japanese traditional textiles, kimonos and museums.
Geo Paradise
Two of the favourite prints are Geo Paradise and Zen Daruma. Geo Paradise is created from a pattern of hemp leaves symbolising eternity. Setting the tone for a positive day, fusing striking V logos with bird of paradise and flamingo motifs to represent happiness. Set in bright hues with a branded waistband, this optimistic and tropical design also promises lasting comfort with its silky soft fabric and premium fit.
Zen Daruma teams monochrome branding with the Daruma Doll, a lucky charm named after the monk who founded Zen, the Zen Daruma provides a refined fit and supreme comfort. The magic of the Daruma? No matter how hard it’s knocked over, it always returns to upright – ready for whatever comes next. The Zen Daruma imitates this energy.
Zen Daruma
Raika cites WGSN, Bold Berlin and Hypebeast as key to keeping ahead of trends which she blends seamlessly with her Japanese influences. She has well defined ambitions for the brand:
I want Velarof to be well identified as representative of colourful and playful Japanese men’s underwear brands. There are worldwide famous Japanese brands such as UNIQLO, Muji, etc, but those products are all neutral and minimalist. Also, most of the underwear designs are plain in the market and I just feel it is too boring to wear for dailywear. You need to cheer yourself up to accomplish everyday’s tasks. You need to motivate yourself. This is my belief but your luck depends on what underwear you choose at the beginning of the day. I also would like to expand the range of the products as it only has one type of shape right now.”
