Ser.O.Ya, a up to date fashion label with a dedication to catalyzing social change by philanthropic partnerships, is right this moment launching solely on FWRD. The rising model, based by Ohad Seroya, gives predominantly gender-neutral clothes in unisex, female and masculine designs, featured on the gathering’s marketing campaign face: mannequin and activist Teddy Quinlivan.
Final March, Seroya and his husband Aviad Klin (who’re additionally the cofounders and artistic administrators of the women’s label Retrofête and managers of the multilabel Mint Showroom) have been quarantining in Miami when the concept of a brand new up to date, gender-neutral label with a social conscience and feel-good mentality sprang to Seroya’s thoughts.
“Ser.O.Ya got here to life whereas we have been in lockdown within the spring, I noticed the world altering and hurting round me. I questioned about methods I might assist past the pandemic, as a designer, as a frontrunner. This was my most genuine option to do it — creating clothes that has soul, that spreads good power and helps many causes which can be vital to me and my staff. We’re not simply right here to alter the world — we wish to empower individuals to smile, to put on themselves and let their confidence shine by, whereas giving somewhat extra and studying extra about one another,” Seroya commented.
From the beginning, a concentrate on philanthropic partnerships was key. With every assortment — which can drop 3 times a 12 months — the model will give again to a particular world charity, not solely donating charitable contributions from gross sales, but additionally partnering with every trigger and group to offer mentorship and seminars, particular tasks and extra from his staff. For the model’s debut assortment, “Drop One: Meet Me at Spring,” Ser.O.Ya has partnered with Trans Can Work, the Los Angeles-based nonprofit group devoted to transgender rights, particularly connecting gender nonconforming and transgender people to employment alternatives in America. Following right this moment’s launch, the model can be rolling out an Instagram collection devoted to amplifying the voices of Trans Can Work members. Immersing the Ser.O.Ya staff inside every season’s partnership and giving again was famous of utmost significance to Seroya.
“I made a decision to open a model that’s not solely about creating stunning garments, however will give a lesson to my life and to others round me and educate us classes on how we are able to change the world,” he expressed.
A dedication to sustainability, by accountable manufacturing, consumption (dropping three collections a 12 months versus the standard fashion calendar mannequin) and supplies, was additionally famous. Biodegradable packaging, repurposed cloth scrap tags, display printed care directions, labels and descriptions on the clothes and recyclable poly luggage are all included throughout the first drop; one hundred pc natural cotton denim will launch throughout the second drop.
Drop One: Meet Me at Spring gives a variety of female, masculine and unisex designs from $75 to $515, sized XXS to XXL inside every type. Female kinds vary from physique hugging clothes and T-shirts with detachable shoulder pads to reworked white shirting and a traditional blazer with logoed pull ties; masculine kinds embrace a terry black and white polo (additionally supplied in a tank high), a cargo romper, informal shorts, T-shirts and extra. The model’s unisex labeled designs make up a lot of the assortment, spanning from distressed denim (shorts and pants) and relaxed lounge units to slouchy cotton knits (a inexperienced maxi cardigan with uncooked hems), utilitarian garb and hats and “life-style fundamentals.”
“Garments needs to be for everybody,” Seroya expressed, “One of many signatures of the model is ‘Do You. Put on You.’”
As seen on Quinlivan, the gender impartial designs — whether or not sitting below the model’s masculine, female or unisex tags — promote private type and luxury for everybody. Positivity and the model’s dedication to its charitable partnerships may also be seen straight on clothes by the model’s brand, a play on the smiley face, in addition to barcode graphics, which show the model’s charitable donations when scanned.
Whereas principally female and unisex kinds are launching solely with FWRD right this moment, the remainder of the road will formally launch with the model’s upcoming e-commerce platform, in addition to with different retail companions, in early 2021.