SERAC – The Future Outwear Experience

If you are not familiar with Norwegian outwear label SERAC put them on your radar now for 2019 as they are a breakthrough brand to watch. Utilising a British Millerain shell fabric, which is the world’s first fully-washable and waterproof 3L waxed cotton, the label is on a mission to bridge the gap between fashion and functionality. It believes the next generation of Scandinavian luxury is made to last, ultimately motivated by a low footprint philosophy combined with presenting a timeless and unvarnished style.

 

 

SERAC stems from the award-winning industrial Norwegian designer Tore Mortvedt, otherwise known to some as the brainchild of Helly Hansen’s former lead technical designer. He boasts more than 20 years in the industry and originally from Bergen in Norway, this is a place famously known for its harsh and wet climate; so inevitably he was naturally drawn to outerwear being an avid skier and outdoor enthusiast.

Tore Mortvedt established the ingenious Norwegian brand in 2016, and since then he has combined ground-breaking technical sportswear design with a Norwegian outdoor traditional influence. Its inspirational must-have outwear collection offers amplified qualities of comfort and freedom to move, characteristic of the most functional outdoor clothing, and all pieces are naturally combined with a sharp, urban style, with a tailored fit and ergonomic cuts.

 

 

As mentioned before, the British Millerain shell fabric material is highly technical and it ages like leather so that over time, it begins to mould to the individual, making each garment unique to its wearer. Whether it is a T1 Down Parka, T2 Hybrid Coat or T3 Bomber Jacket, this outerwear clothing is unique, durable and versatile, and necessity to every man’s wardrobe. Its aim is to ultimately lead you towards a more conscious decision and to look at this apparel as an investment.

 

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The current production of the three styles T1, T2 and T3 has a limited-edition run of 100 units per style, each garment identified with its own unique serial number and prices start from £1,750. SERAC recently showcased their SS19 and AW19 collections at Pitti Uomo and will also be at Copenhagen Fashion Week, so stay tuned!


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