Hypebeast Community Center: SYERA

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Give us your elevator pitch.

SYERA creates contemporary clothing inspired by natural beauty, classic style, and careful attention to detail. We design for people who appreciate both adventure and quality, offering versatile pieces that look great whether you’re exploring the outdoors or navigating city life. Each collection tells a story through original artwork and unique embroidery, crafted from carefully selected fabrics like Japanese canvas and Italian twill. We choose materials for their durability, comfort, and how they develop a unique character over time. SYERA isn’t just about clothes-it’s an experience that blends a spirit of discovery with artistic expression, and every garment has a story to tell.





The Five Ws

Who is wearing SYERA?

SYERA is designed for individuals who view clothing as a way to express themselves and their life experiences. It’s for people who are always on the go, exploring new places, and appreciate well-made, lasting pieces with a personal touch.

What is your brand’s main message?

SYERA creates modern outdoor clothing by updating classic designs. The brand focuses on well-fitting, high-quality, and versatile pieces that are made to be worn and enjoyed season after season, with easy styling in mind.

When did you launch your label?

SYERA started in 2015 with the inspiration of a cypress tree – it eventually became our logo. We officially launched the brand at Paris Fashion Week in January 2025, and really got things moving in March with a successful pre-order campaign online. Our website followed in August.

Where are people wearing SYERA?

The beauty of SYERA is its adaptability – it feels at home anywhere, whether you’re in a bustling city like Los Angeles or Tokyo, or escaping to a quiet coastal town or mountain retreat. This collection is inspired by the spirit of the American West and built for any environment and weather condition, reflecting the core values of the brand.

Why was SYERA created?

I created SYERA with the goal of building more than just a clothing line – I wanted to create an immersive world of design, art, and stories. After working in fashion for over 15 years, I was ready to launch my own brand. I also noticed a missing piece in the market: while the California and West American lifestyle is globally recognized, no brand fully represented it. SYERA allows me to pursue both my personal dream and fill that void.

 

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About The Brand

When did fashion design become a passion for you and an intended career path?

I totally fell in love with fashion while I was in business school. I actually managed an A.P.C. store on weekends for over three years, which was an amazing experience! That led to a job with them in London, and from there, I kept moving forward. I worked with Levi’s in Brussels and Amsterdam, then Diesel in Venice, and finally ended up in Los Angeles. I got to work with some incredible brands like Buscemi and Fear of God, and with each role, I realized this wasn’t just a job – it was the career I wanted. It really pushed me closer and closer to wanting to be involved in the design process itself.

You used to lead product development at Fear of God. How did that role influence the way you work now?

I witnessed the brand’s incredible growth from a small startup to a global leader, which provided valuable lessons in managing rapid expansion. This experience honed my skills in design and manufacturing, particularly my attention to detail and proportion. I also learned how to effectively combine creative ideas with practical implementation to create products that are both emotionally resonant and strategically aligned.

What made you want to go solo and build your own brand?

I’ve always dreamed of creating my own business. Fashion isn’t just my job, it’s my true calling. Now, with a family and approaching 38, I felt ready to take the leap and build the brand I’ve always envisioned – something I couldn’t find anywhere else, and honestly, something I really wanted for myself. This is a deeply personal project, and I know it won’t be easy, but I’m determined and energized to make it work.





How would you define SYERA’s style in your own words?

This collection blends classic outdoor style with modern sophistication. It features comfortable, timeless pieces – like shirts, sweaters, and pants – crafted from high-quality Italian and Japanese materials. Unique details, such as embroidery, prints, and patches, add an artistic touch, creating clothing that feels both familiar and refreshingly original.

What do you think makes SYERA stand out in today’s sea of emerging fashion brands?

We see clothing as more than just what you wear-it’s connected to art, installations, and stories. It’s an experience, a whole world to immerse yourself in, not just a brand. We carefully choose where things are made: comfortable items like jerseys and fleece are produced in Los Angeles, while special pieces are crafted in Italy using high-quality fabrics from Japan and Italy. Everything we do is centered around creating exceptional quality.

What style codes or eras do you draw inspiration from?

SYERA blends timeless styles like heritage outdoor clothing, vintage military pieces, and classic workwear with modern designs. We update these looks using contemporary fits, high-quality materials, and subtle details. This combination of old and new is at the heart of our brand.

What is the biggest challenge you have faced while building your brand?

It’s been surprisingly easy to have a clear idea of what we want to achieve. Recognizing the potential and imagining the future feels natural. The hard part is actually making it happen – ensuring every detail, from our products to our storytelling, is the best it can be. Because we’re building this brand ourselves, without outside funding, every choice we make is crucial. We need to stay focused on our original vision while also creating a business that can thrive long-term.





Who would you like to see wear your designs?

SYERA is for anyone who appreciates it. We intentionally created the brand to be inclusive and welcoming, not exclusive. Our inspiration comes from nature and art, things that should appeal to everyone. While the price and style naturally limit who can buy our products, we hope SYERA connects with a wide range of people. Ideally, we’d love to see creative and curious individuals – artists, musicians, athletes, designers – drawn to the brand, not because they’re famous, but because their lifestyles reflect the brand’s spirit of exploration and artistry.

What’s next for SYERA?

SYERA is moving forward by building on its unique identity and expanding beyond just clothing. It’s becoming a hub for creativity and culture, focusing on compelling stories that blend fashion, art, and memorable experiences. As the brand grows, look forward to more events and projects that celebrate exploration and artistry, like special installations and surprising partnerships. Everything will still be built on SYERA’s dedication to high quality, creative design, and a connection to the natural world.

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2025-09-15 18:26