Liverpool performance brand Velozia has revealed the story behind its latest collection, from the creative process behind the shoot to the people helping shape the brand’s future.
Carl Giles from Velozia spoke to Explore Liverpool about the team effort behind the new collection, the influence of the city on the brand’s identity and how the latest designs combine style with a purpose.
Who were the key people involved in bringing this latest collection together?
This shoot was a real team effort, but one of the key people involved was Mini, one of our Velozia athletes. Mini is a professional athlete, runner and model, so he brings exactly the kind of energy we want associated with the brand.
He understands movement, discipline and performance, but he also knows how to carry clothing in a way that feels natural rather than staged.
Behind that, we had our creative team shaping the visual direction, the photography team capturing the movement, and the Velozia team making sure every detail stayed true to the product and the brand. It was important that the final look felt sharp, but still authentic.
What did everyone behind the scenes contribute to the final look?
Everyone brought something different.
Mini brought the athletic presence and intensity.
The photographer brought the eye for movement, light and composition.
The creative team helped develop the mood, locations and visual direction.
From the Velozia side, our role was to make sure the shoot reflected who we are: a performance brand with a strong sense of purpose, style and place.
The detail really matters to us. The way the garments move, how they sit on the body, how they look in action, the background, the energy in the shot.
All of those things need to come together for the image to feel right.
Where did the inspiration for the new shoot come from, and how did the team develop the concept from idea to reality?
The inspiration came from Liverpool. It is our city and it is central to the identity of the brand.
We wanted the shoot to feel connected to that energy, but not in a forced or obvious way.
Liverpool has grit, ambition, style and movement, and those qualities sit naturally with Velozia.
Capturing high performance properly is difficult. It is not just about putting someone in sportswear and taking a photograph.
You need the right setting, the right person, the right movement and a real attention to detail.
The concept developed from that idea: showing the clothing in motion, in a place that means something to us, worn by someone who genuinely represents performance.
What made you choose this particular style and aesthetic for the shoot?
We are a high-performance brand for high-performance people, so the aesthetic needed to reflect that. We wanted the shoot to show effort, movement, discipline and intent.
For us, the clothes are part of a wider world.
Velozia is not just about selling product; it is about a mindset.
We see Velozia as a place for people who are constantly trying to improve.
People who value consistency.
People who train, work, move and live with purpose.
You cannot really capture that by only shooting clothes on a rail or in a studio. There has to be motion in the image. There has to be a reason for the product to exist in that moment.
Do different members of the team bring different influences and ideas to the brand?
Definitely, that is one of the strengths of the brand.
We have influences from sport, fashion, performance, business and culture. Some people look at the product from a technical point of view: how it fits, moves and performs.
Others think more about styling, storytelling, community or how the brand should feel visually.
That mix is important. Velozia has to work in the gym, on a run, in everyday life and in content. The best ideas usually come when those different perspectives meet.
Which pieces from the latest collection best represent where the brand is right now, and why?
The performance pieces really represent where Velozia is right now.
They show the direction we are moving in: clean design, strong fit, technical function and a more elevated feel.
We want products that can handle training, but still look sharp before and after the session.
For us, that is the sweet spot. Clothing that performs properly, but does not look overly complicated. Pieces that feel athletic, modern and versatile.
Looking ahead to autumn and winter, what trends and styles can customers expect to see from you next?
For autumn and winter, we are looking closely at layering, richer colour palettes, more technical fabrics and pieces that work across training and lifestyle.
Customers can expect a continuation of that performance-led direction, but with more depth in the range.
We are interested in clothing that feels refined, practical and purposeful.
Pieces you can wear to train, travel, recover or move through the day. The focus will still be on performance, but with a stronger seasonal feel and a more complete wardrobe around it.
If you had to choose a must-have item from the latest shoot, what would you pick?
The performance tee would be the must-have for me.
It captures a lot of what we are trying to do with Velozia. It is clean, versatile and built for movement, but it still has that sharper look we want from the brand.
It is the kind of piece that makes sense in a proper training environment, but also works as part of an everyday outfit. That balance is exactly where we want Velozia to sit.
