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    Our Collection

    “Future Vintage” is a key driving force behind the brand; our products are designed to last and be foundational to every wardrobe. We are making legacy clothing responsibly. Throw-away clothing is no longer a responsible choice. There is no “away”.

    The Story

    Serra is a line of luxury essentials with deep roots in denim. Serra clothing is modular, timeless and inspired. Every garment in the Serra collection is soft and washed specially to bring out the quality of our fabrics.

    The Designer

    Serra is designed by Joie Rucker, a well-known casual luxury designer with a passion for the high-low esthetic of the East and West Coasts. Serra is the culmination of Joie’s design and fit expertise honed over many years creating casual luxury brands.

    The Future

    Our products are designed and manufactured with the preciousness of nature top of mind. Every effort is made to make the product as environmentally sensitive as possible.

    our beliefs

    A Search That Never Ends

    We use eco and recycled materials. 

    We use new clean manufacturing technologies and processes. 

    We create new and innovative fabrics. 

    We passionately study and implement better technologies as they become available.

    Our Denim

    Our fabrics are made with BCI cotton and are both stretch and comfort stretch. All of our denim is designed for the best stretch and recovery. We create our fabrics from scratch, using ring spun yarns and rich pure indigo dytes for greater depth and character in our washes. We use the finest denim and accessories. We pay special attention to our quality control from start to finish as there are many steps to manufacturing the perfect jean and each step is ultimately responsible for the overall fit and appearance of our jeans. We know you will love them.

    Our Washes

    Our washes are made by skilled artisans who have refined an authentic vintage look under the instruction of our In-house Wash Master, We offer limited edition washes to our customers at small minimums. Our denim laundry recycles 100% of their water and runs on 72% solar energy.

    Our Denim

    Our fabrics are made with BCI cotton and are both stretch and comfort stretch. All of our denim is designed for the best stretch and recovery. We create our fabrics from scratch, using ring spun yarns and rich pure indigo dytes for greater depth and character in our washes. We use the finest denim and accessories. We pay special attention to our quality control from start to finish as there are many steps to manufacturing the perfect jean and each step is ultimately responsible for the overall fit and appearance of our jeans. We know you will love them.

    Our Washes

    Our washes are made by skilled artisans who have refined an authentic vintage look under the instruction of our In-house Wash Master, We offer limited edition washes to our customers at small minimums. Our denim laundry recycles 100% of their water and runs on 72% solar energy.

    Future Vintage

    Our Love for Denim

    Shop now
    Sold out
    KISS
    $158.00
    $158.00
    Sold out
    SMASHING - CALICUT BLACK
    $168.00
    $168.00
    Sold out
    SMASHING - ROCKPOINT BLUE
    $148.00
    $148.00
    Sold out
    KISS
    $148.00
    $148.00
    Sold out
    Alice
    $168.00
    $168.00
    Sold out
    SMASHING - SAKURARIO
    $148.00
    $148.00

    We Really Sweat Our Sweats

    Our Sweats

    We use a heavy weight French Terry made with BCI cotton for our sweats. We need to use the finest quality terry so we can wash them down to an authentic vintage look and hand feel.

    We Really Sweat Our Sweats

    Our Washes

    We treat our sweats like we do our denim…. We love to mess it up! There is nothing better that a truly washed down, grinded and garment dyed sweat pant. It feels like nothing else.

    We Really Sweat Our Sweats

    Our Sweats

    We use a heavy weight French Terry made with BCI cotton for our sweats. We need to use the finest quality terry so we can wash them down to an authentic vintage look and hand feel.

    We Really Sweat Our Sweats

    Our Washes

    We treat our sweats like we do our denim…. We love to mess it up! There is nothing better that a truly washed down, grinded and garment dyed sweat pant. It feels like nothing else.

    Keep It Simple But Significant

    We believe in fashion styles in basic fabrics & basic styles in fashion fabrics.

    Secret Weapon

    Easy, Stylish & Luxurious T-shirts are another piece of our collection’s foundation. Everyone loves great knits! Ours have an incredible hand feel due to our wash master’s special wash process…. Don’t ask… it’s a secret.

    #denimbySERRA

    Simply Serra