Our story · Vienna
About THE VELVET
A place for people who believe a wardrobe can hold memory, character, and possibility.
An evolving story
Fashion is personal. Exchange should be, too.
THE VELVET was founded to make room for another kind of fashion culture—one led by curiosity, individual taste, and the pieces that stay with us.
At each gathering, wardrobes meet. Extraordinary pieces move between people in a setting shaped by conversation, discovery, and care.
Behind THE VELVET
Behind THE VELVET are Sabrina, Minela and Alex. We originally met through sports and quickly discovered that we shared a vision: changing the way we experience fashion.
We all love fashion, but not the way it is often consumed today — fast, disposable and driven purely by consumption. We believe there are new ways to experience, appreciate and love fashion.
Sabrina
Industrial designer & entrepreneur · Owner of URBAN TOOL
Sabrina brings together her expertise as an industrial designer, textile specialist and entrepreneur with a passion for sustainable concepts, high-quality materials and upcycling. For her, second-hand fashion and creative restyling are not alternatives, but expressions of personality and individual style.
Minela
Technology & product
An electrical engineer and product manager, Minela is the person behind the technology that brings THE VELVET to life, combining technical thinking with a creative mindset. Outside the tech world, she is a hobby photographer and artist with a passion for visual storytelling and aesthetics. At THE VELVET, she brings these worlds together, building the digital foundations while helping shape the brand's creative vision.
Alex
Impact & entrepreneurship
Alex's journey took her from financial mathematics to fashion journalism and fashion management, and eventually into the world of sustainability and start-ups. After working as a Merchandise Controller in a strongly profit-driven corporate environment, she consciously chose to move into the impact and entrepreneurship space — with the ambition not just to talk about change, but to actively help build new systems.