Avelamer began with a name, and a place.
The word Avelamer comes from two coastal languages: Avel, the Breton word for wind, and la mer, French for the sea. Together, they describe the conditions that shape life along the water, the wind moving across open sea. Not a destination, but an environment.
That relationship between wind and sea defines the brand.
Wind is something you learn to read, not see. Sailing teaches attention to pressure, to subtle shifts, to moments when conditions change without warning. It rewards restraint and awareness more than force.
This idea informs how we design clothing. Avelamer makes everyday layers that respond to changing conditions rather than trends, the pieces meant to move easily between cool mornings, afternoon sun, and evenings near the water. Clothing that supports how you live, without demanding attention.
The sea brings perspective. Its surface reflects light differently hour to hour, season to season, sometimes bright and open, sometimes muted and opaque. Fog, glare, shadow, and stillness all exist in the same place.
Our colors and textures come from these moments: softened neutrals, fog-washed tones, and materials chosen for comfort and durability. Not exaggerated, not technical, just considered.
Avelamer was shaped in Sausalito, where mornings often begin in fog and layers are a daily necessity. It’s a working waterfront with marinas, docks, and quiet cafés, where sailing is part of the rhythm, not a performance.
Here, clothing has to earn its place. It needs to be comfortable, practical, and easy to wear day after day. This is the context Avelamer is built for: coastal life that’s lived, not staged.
Avelamer isn’t meant to be clever. It’s meant to be accurate.
Wind and sea. Movement and calm. Clothing designed for real conditions and everyday use. The name reflects where the brand started, and the principles it continues to follow.
This journal and these images ground the collection in that origin, so as Avelamer grows, every piece remains connected to where and how it’s meant to be worn.