Newly launched New York City-based SER.O.YA is not only sustainable and gender-neutral, but it also has a clear social agenda that it’s forwarding through philanthropic partnerships.
The fashion label, founded by Ohad Seroya, offers a range of neutral clothing (think black, white, blush, and beige tones), featuring a mix of unisex, feminine, and masculine silhouettes. One goal of the collection was inclusivity, with pieces intended to be worn by any and all genders. That is why it was a conscious decision on the part of Seroya to choose transgender model and activist Teddy Quinlivan to be the face of their first-ever campaign.
Each piece was also created using responsible production methods and materials. For example, reused fabric waste labels, biodegradable packaging, screen-printed care instructions, and poly bags were all part of the first collection. Meanwhile, the second drop coming later this year will be made up of 100% organic cotton denim.
In an effort to promote sustainability and reduce their environmental impact, SER.O.YA has stated its intention to launch just three new collections each year, forgoing the traditional fashion calendar.
Further, in an effort to give back to the community and spread some positivity (something that Seroya noticed was clearly lacking during the pandemic), SER.O.YA partners with a charity for each and every one of their drops. The selected charity will not only receive a portion of the collection’s sales in the form of a donation, but SER.O.YA will also work to provide mentorship, seminars, and other special projects to help whichever community the charity is dedicated to.
For the release of SER.O.YA’s first collection, Drop One: Meet Me at Spring, the label chose to partner with Trans Can Work. Trans Can Work is a Los Angeles-based non-profit that is committed to transgender rights, especially in relation to helping transgender people find employment opportunities. In addition to donating a portion of sales to Trans Can Work, SER.O.YA plans to use their Instagram account to roll out a series of posts amplifying the voices of Trans Can Work members.
Pieces in SER.O.YA’s debut line range from the feminine-inspired bodycon dresses, paper bag mini skirts, and t-shirts with removable shoulder pads, to the more masculine terry cloth polo shirts and cargo shorts.
SER.O.YA’s inaugural collection is available now, exclusively on FWRD, with prices ranging from $75 to $515 USD. Items are not yet available on the brand’s official website, but you can sign up for email updates to be the first to know when it goes live.
All images in this article are courtesy of SER.O.YA.
This article contains an affiliate link(s). Learn more.
