SER.O.YA
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About the brand
SER.O.YA is a gender-neutral ready-to-wear label founded in 2021 by Israeli designer Ohad Seroya during the pandemic. Derived from the Spanish word for "to be," the contemporary brand was created with the intention to empower people through design and create feel-good pieces for everyone. The brand combines culture with the power of storytelling, encouraging individuals to write their own rules with clothing and promoting personal style, creative expression, and positive energy. What started as a collection of elevated wardrobe essentials has evolved into more than just a lifestyle—it's a state-of-mind. SER.O.YA offers feminine, masculine, and unisex clothing and accessories in sizes XXS-XXL, characterized by timeless minimalism, premium fabrics, and relaxed silhouettes. The New York-based brand is committed to sustainability through mindful production and social responsibility, partnering with different global charities with each seasonal collection to create meaningful impact beyond fashion.
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