Velluto Verde
Fashion & Lifestyle
Brand Strategy, Web Design, Creative Direction, Campaign Development, Content
New York
2022
Velluto Verde is a luxury fashion and lifestyle brand inspired by Italian tailoring and the mystique of high-stakes poker. Known for its refined linen collections and members-only poker society, the Green Kings Club, the brand offers more than clothing—it offers a world. But when Snyder&Co. was brought on, none of that existed yet. There was no identity, no site, no story. Just an idea with potential.
Snyder&Co. developed Velluto Verde from the ground up. We crafted the brand’s voice, visual direction, product strategy, and content system. From editorial campaigns and influencer seeding to exclusive club activations and pitch decks for legacy brands, our team shaped every touchpoint to build something distinct, culturally relevant, and built to last.
Summary
Velluto Verde had a strong vision but no infrastructure. The founders wanted a brand that could stand alongside established luxury labels without feeling like an imitation. They needed a voice that felt confident, a visual world that reflected timelessness, and a creative system that allowed them to play in fashion, culture, and hospitality without losing focus.
Snyder&Co. translated that ambition into a fully realized brand. We created the aesthetic rules, the product voice, the content language, and the digital strategy. The Green Kings Club was developed as both a marketing engine and a cultural layer that added depth to the brand. Every campaign and activation was designed to reinforce the feeling of being part of something rare.
Challenge
The challenge was building legitimacy from zero in an industry where perception is everything. Velluto Verde had no archive, no seasonal runway history, and no celebrity endorsements. It needed to feel exclusive, but it also needed to be understood. The poker theme couldn’t be gimmicky. The fashion needed to feel lived in. Every decision had to walk the line between mystique and clarity.
We also had to position the brand for high-level partnerships before the first drop had shipped. The team needed investor-ready decks, partnership proposals, and branded touchpoints that looked and read like a brand already in market. Snyder&Co. delivered that weight through thoughtful storytelling, a sharp digital presence, and campaign creative that spoke to both culture and commerce.
Solutions
We began with story. Snyder&Co. developed the brand narrative, built the visual identity, and created a design system that gave Velluto Verde the presence of a legacy brand. From typography and photography direction to color palettes and packaging mockups, every element was tailored to feel elevated, confident, and globally aware.
We also launched the Green Kings Club, a private-members concept that extended the brand into physical experiences. From Soho House poker nights to pitch decks for Peroni, we created the assets and narratives that turned ideas into momentum. Today, Velluto Verde is more than a fashion brand. It is a creative platform with cultural relevance and room to grow—and Snyder&Co. built the foundation that made it real.
