Brother Vellies: Revolutionizing Luxury with Style and Substance

Introducing Brother Vellies: A Brand with a Mission

Established in 2013, Brother Vellies stands out as a Black-owned and female-led lifestyle and accessories brand. The brand is redefining luxury, integrating style with meaningful substance. With its deep-rooted commitment to sustainability, social impact, and artisanal craftsmanship, Brother Vellies reflects the creative vision of designer and activist Aurora James, the mind behind the Fifteen Percent Pledge.

A Blend of Tradition and Innovation

The founding mission of Brother Vellies was to uphold traditional African design practices and techniques. At the same time, it aimed to create and sustain artisanal jobs. Today, Brother Vellies’ luxury accessories, made by artisans worldwide, encapsulate timeless design and celebrate cultural histories.

Aurora James, a Toronto-native and New York City-transplant, serves as the brand’s Creative Director and Founder. Her extensive fashion industry experience, coupled with her passion for artisanship, design, and humanitarianism, are reflected in the unique pieces Brother Vellies produces.

Meet Aurora James: The Fashion Industry Disruptor

Few designers in the fashion world have made as much of a splash as Aurora James. At just 38, she has earned the title of the industry’s “number one disrupter”. Unafraid to challenge the status quo, James made global headlines with her “Tax the Rich” dress, worn by New York Congresswoman Alexandria Ocasio-Cortez at the Met Gala in 2021.

James’ own journey from a challenging childhood in Canada and Jamaica to becoming a renowned fashion icon is nothing short of inspiring. Her recent memoir, “Wildflower,” provides a candid glimpse into her remarkable rise.

A Shoe That Changed Everything

James’ life took a significant turn during a 2011 trip to Africa. It was then that a shoe, Veltskoona or Veldskoene, popularly known as a Vellie, became her inspiration. Recognizing an opportunity to work meaningfully with artisans, she invested her life savings to modernize the classic shoe. The handcrafted shoes she sold at a New York street fair marked the birth of her luxury accessories brand, Brother Vellies, acclaimed for its focus on sustainability and the empowerment of local artisans.

Spreading Influence: From Local Markets to Global Recognition

Today, Brother Vellies’ influence extends worldwide, from South Africa, Kenya, Morocco, Ethiopia, Burkina Faso, Mali, Bali, Haiti, Italy, America, to Mexico. Despite her success, James continues to drive change.

In 2020, she introduced the 15 Percent Pledge, urging major retailers to commit 15 percent of their shelf space to Black-owned businesses. This initiative has resulted in hundreds of Black-owned brands being added to the shelves of major retailers like Nordstrom. James’ 15 Percent Pledge has been dubbed “era-defining” by Vogue’s editor-in-chief Anna Wintour.

Hailed as a once-in-a-generation leader, Aurora James is unyielding in her commitment to designing a better future for all. From her humble beginnings to becoming a major disruptor in the fashion industry, James’s journey is a testament to the power of perseverance, creativity, and a commitment to meaningful change.

Company website:
https://brothervellies.com/

Founder on LinkedIn:
https://www.linkedin.com/in/aurorajames/

Image Source: Brother Vellies