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• 'Be Serene'
June
10, 2006
•
Cupcake Launch Party
August
2, 2006
•
Loft Industrie
August
2006
•
Pure Serenity
Winter 2007
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'B
Serene'
6.10.06
by Shreya Jain, Retail Analyst, JPM
After a decade of practicing yoga, Louisa Serene knew that it was
time to shape her "inspired indulgence". For Serene, a YA
certified yoga teacher and a recent Columbia Business School graduate,
yoga is both a spiritual retreat and an indulgence. And with inspiration
from, her mom Brucie, B Serene, who for Louisa has always been the
epitome of someone that combines an active life-style with a deep
sense of style, Louisa introduces us to Serenewear - with its, tagline
"B Serene".
Enter, the "Cupcake Short", with its flattering lines, as
ideal for the splendid serenity of yoga "asanas" as graceful
and comfortable at brunch or at the gym. Drawing from classic Iyengar
style clothing, Serenewear fills a unique niche in the branded active-wear
market that is stylistically different from the alliances 'between
high-end fashion designers and large athletic companies. "I know
what's comfortable. So I chose comfortable fabrics like soft organic
cotton and finely blended nylon and spandex that wicks away sweat,"
adds Serene. The neat lines ofthe clothing line combine both the elements
of superior design and the simplicity of Serenewear's signature -
'B Serene', naturally inspired by Louisa's memories of always seeing
Brucie sign her name, her first initial followed by the family name.
On the cupcake logo, Serene comments, "I decided on the cupcake
as a logo after a yoga class in the Greenwich village on a summer
day. After the class, I had a wholesome but delicious cupcake at a
corner bakery. And the entire morning resonated with me as somewhat
indulgent- a cupcake of sorts."
Serenewear is testament to Louisa Serene's strong sense of style,
a keen eye for excellent design and classic functionality, and Brucie's
enduring support. Whether yoga is your indulgence or not, inspiration
does come in small packages like the Cupcake Short. 'B Serene' |
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