Our Story · 2019 — today
A house built quietly, between the sea and the atelier.
Villa Véloir, Cap-Ferrat
How it began
It started with a shirt that fell apart.
In the summer of 2018, three friends spent a week in Cap-Ferrat and came home with sunburn, a tennis elbow and the same complaint: everything they had packed was either wrong for the coast or had not survived it. The boutiques on the quay sold beautiful things at prices that made no sense. The high street sold things that did not last a fortnight.
There had to be a middle: clothes cut for the Mediterranean, made by the ateliers that supply the great houses, sold directly and honestly. By the following spring, Saint Véloir had a name, a small run of knitted polos, and an unreasonable amount of faith.
2019 — The first edition
Two hundred polos, one colour.
The first collection was a single knitted polo in ivory, made in Biella in an edition of two hundred. It sold out in eleven days, mostly to friends of friends. We spent the summer replying to e-mails asking when the navy was coming.
The navy came in September. It sold out in six.
2021 — The atelier
We stopped renting other people's time.
By the second year the collection had grown to shirts, shorts and trousers, and the mills were asking us to commit. We took a small atelier, hired Tommaso away from his family's knitting business, and started developing our own yarns and cloths rather than choosing from a swatch book.
It was the year we learned that the difference between good and excellent is almost always in the finishing.
2023 — Riviera Éternelle
The collection that named the house.
Riviera Éternelle was our first full summer wardrobe — polos, shirts, shorts, trousers and loafers in four colours that all worked together. It was photographed in Portofino over three days in June, and it is still the collection people ask us about.
Most of it is still in the range. We do not believe in replacing what works.
“We are not trying to be the biggest house on the coast. We are trying to be the one you keep coming back to.”
Camille Aurélien — Head of Design
Craftsmanship
Materials, not seasons.
We work almost exclusively with natural fibres — long-staple linens, summer-weight cashmeres and silk-cotton poplins — chosen for how they feel after a hundred wears, not for how they look on the rack.
The Atelier
Made in small numbers.
Each collection is produced in editions of a few hundred pieces. When they are gone, they are gone — and we move quietly on to the next chapter.
Today
12,000 wardrobes and counting.
Saint Véloir is worn from Amsterdam to Antibes. We still answer every e-mail ourselves, still check every order by hand, and still spend every June in Portofino testing next year's cloth.
Cap-Ferrat, 7 a.m.
Where every collection is tested.
Still in the range
The pieces that built the house.
Next
Meet the people behind the house.
In an age of speed, we choose the rhythm of the hand. Our pieces are made in small editions so every stitch receives the attention it deserves.