Beginning as Avelon's design director in 2008, Holland-born Erik Frenken went on to take ownership of the brand in 2010. Frenken has expanded Avelon's mens- and womenswear lines, emphasizing the brand's signature material combinations and contrasts. Likewise working with asymmetry and layers, the brand strives to balance casual silhouettes with unexpected flair, luxury with roughness, and subtlety with strength.

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