Avelon believes in beautiful different. We see beautiful where others do not. We like to surprise by being counter-intuitive, to take things out of context. Avelon likes to be subtle, but we are strong when we need to be. You will see Avelon when high fashion meets reality, when effortless meets directional. You will find Avelon when sophisticated luxury meets raw edge. Avelon likes to be smart without being boring, to be casual with flair. We do not like to shout, we prefer to whisper. Avelon leads by following itself.
Beautiful different, driven by raw edge luxury.
For the past two years Avelon has offered full men’s and women’s wear collections twice a year. Ranging from t-shirts and jeans to suiting and dresses, the assortment is both casual and smart. The wholesale prices range from 60 to 100 euro’s for tops to 200-300 euro’s for coats. Each collection consists of 40% men’s styles and 60% women’s styles of a total of 100 to 150 pieces. The style of the collection always embodies a feeling of understated luxury with a raw edge, by the use of leather, luxury detailing and contemporary design.
Erik Frenken graduated cum laude with a BA Hons in Fashion Design from The Royal Academy of Art The Hague. In 2004 he completed an MA with distinction from Central Saint Martins in London. After an experience at Alberta Ferretti, he joined Viktor & Rolf as head designer of womenswear for 4 years. Furthermore Erik is the winner of prestigious international Awards such as the Elle Style Award for best young designer; the Central Saint Martins/Lancôme Innovation Award, the Its-One Award and the Marie-Claire Prix de la Mode award for Best Dutch Designer. He is recognised for his seemingly innate eye for creativity and was named one to watch by Women’s Wear Daily for the up and coming season.