WHY WE CREATE

WHY WE CREATE

About

We create outerwear without pretensions.

SERAC® was established in 2016 by award-winning Industrial Designer Tore Mortvedt. Originally from Bergen - Norway - a place famously known for its harsh and wet climate, he was naturally drawn to outerwear being an avid skier and outdoor enthusiast. His 20 year long career in the industry, begun at the luxury children’s company Stokke, where he led several design projects to international acclaim. Along with his personal interests, these successes brought him to the position of lead designer for technical outerwear at Helly Hansen, a brand with a heritage of innovations steeped deep in sailing, ski and outdoor history. 

From early ideation, SERAC® was motivated by the over-consumption we part-take in and the following lack of care for most of the products we acquire. A rapid devaluation and subsequent discarding of our belongings need to be challenged by designs composed to accumulate value with use, consequently fighting our desires for "the new" for the sake of the new, as a shop-able value in itself. We're challenged by the idea that a certain composition of style, function, comfort and a conscious use of materials, can provide real tangible value, influencing the way we shop and take care of our belongings. Ultimately leading us towards more conscious decisions and possible looking at apparel as an investment for years to come.