ABAGA VELLI is going online with the launch of its new collection

ABAGA VELLI is going online with the launch of its new collection

by Juliette Eleuterio
2 min

Haven’t you heard? The London-based brand ABAGA VELLI is now online, and is treating us with a new collection, as well as exclusive pieces just for its site users.

The new collection, titled “The Truth,” offers everyday classics with an edge, as particularly seen in its range of distressed washed and distressed leather jackets. With an overall dark tone, the collection also offers hoodies, shirts, trousers, an apron, and headwear such as an elongated bucket hat, the Raiden Hat. Pops of colours are infused throughout, with textured khaki co-ords and a red Japanese Seersucker Palm Shirt.

ABAGA VELLI, meaning “Art Brings Access, Grants Ascendance,” hones in on its utilitarian aesthetic, without compromising its high craftsmanship. Creative Director Adémidé Udoma specifically chose the themes of community, culture, and displacement for this collection, key pillars which has made the brand reach its cult status, enjoyed by the likes of Little Simz and Daniel Kaluuya.

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With this new collection, ABAGA VELLI goes all in with its vision of “Street Elegance.” Casual, day-to-day pieces which can easily fit into a contemporary lifestyle, gets a crafted-in-London quality while also highlighting an Italian sprezzatura, a nonchalant approach to make artistic concepts seem effortless.

“The Truth,” as its name suggests, exposes a truth of all our lives; achieving and maintaining sanity while juggling the turmoil of modern day politics, with an emphasis on issues of misinformation and ignorance. With this collection, Udoma makes a powerful visual statement grounded in authenticity and a strong sense of identity.

Head over to ABAGA VELLI’s website to discover and shop the full collection, and make sure to watch the video campaign below.

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