Séfr
| Séfr | |
|---|---|
| |
| Established | 2016 |
| Years Active | 2016-present |
| Parent Company | Independent |
| Website | https://www.sefr-online.com/ |
Séfr is a fashion brand founded in 2016 by Sinan Abi Morshed and Per Fredrikson. Based in Gothenburg, Sweden, it is known for its distinct Scandinavian minimalism design language.
Background
Séfr means zero in Lebanese Arabic.[1] Both Abi Morshed and Fredrikson are originally from Gothenburg, which is why the owners eventually moved the brand back to their roots.[2]
The brand gains its inspiration from womenswear, and specifically vintage womenswear.[3] A lot of the brands material is often seen in womenswear but has been translated into the a more "masculine" look. Giving the brand a hint of androgyny.
Séfr produces their garments in Europe, and the same is applied to their choice of fabrics.[4]
History
2010s
Séfr was originally established in Malmö, Sweden, by long-term friends Sinan Abi Morshed and Per Fredrikson in 2012.[5]
At first, it was created as a vintage store to whilst the duo was studying in Malmö. Abi and Fredrikson would bike around the city and pick up high-fashion garments from friends and acquaintances.[6] Like many others selling vintage garments, the appeal of establishing their own brand started to kick in.
They started off by doing a shirt called Crash in two different colour ways. It was produced in 200 pieces and the shirts sold out instantly.[7]
Séfr released its first full collection in 2016.[8]
2020s
The brand launched its debut womenswear collection as part of the AW24 line-up dubbed ‘Rhythm’.[9] The debut womenswear collection featured shearling jackets, a 3D pleated blouse, woven-knitted tops, and more. The collection is also said to have given visitors of the showroom goosebumps.[10]
Style
Séfr has a very minimalistic and Scandinavian aesthetic, mixed with fabrics and details that would usually be prominent in womenswear, the brand was previously often mistaken for womenswear before eventually branching out.[11]
Themes
Discuss the central ideas, narratives, or cultural topics the brand explores across collections (e.g. futurism, nostalgia, urban rebellion).
Motifs
Describe visual elements or symbols repeatedly used by the brand (e.g. skulls, crosses, checkerboards, technical hardware).
Notable Products
List and describe iconic or bestselling products. Highlight pieces that define the brand’s legacy or reputation.
Collections
Mention key runway collections or capsules. Include details like debut years, creative direction, standout looks, or reception.
| Title | Season | Date | Location | Looks | Notes |
|---|---|---|---|---|---|
| SS19 | |||||
| Silent Wisdom | AW19 | ||||
| SS20 | |||||
| Beiti | AW20 | The collection digs deeper into Abi Morshed's Lebanese roots | |||
| SS21 | |||||
| Rambaldi | AW21 | “Rambaldi” tells the tale of early Italian immigrants that moved to Gothenburg, however, once they got to Sweden, they realized that finding food from their home country proved difficult. Rambaldi was a store opened up by an Italian man who sold pasta in Gothenburg, and decades later this very store was taken over by the brand’s creative directors’ father.[12] | |||
| AW24 | |||||
| SS25 | |||||
| AW25 |
| Title | Season | Date | Location | Looks | Notes |
|---|---|---|---|---|---|
| AW24 | |||||
| SS25 | |||||
| AW25 |
Creative Directors
| Name | Tenure |
|---|---|
| Sinan Abi Morshed | 2017-present |
| Add creative directors and their tenure here. |
CEOs
| Name | Tenure |
|---|---|
| Per Fredrikson | 2017-present |
| Add CEOs and their tenure here. |
References
- ↑ https://www.oipolloi.com/blogs/the-blog/an-interview-with-sinan-from-sefr/#:~:text=S%C3%A9fr%20means%20zero%20in%20Lebanese%20Arabic.
- ↑ https://www.oipolloi.com/blogs/the-blog/an-interview-with-sinan-from-sefr/#:~:text=We%20started%20off%20in,but%20also%20in%20music.
- ↑ https://www.oipolloi.com/blogs/the-blog/an-interview-with-sinan-from-sefr/#:~:text=Absolutely%2C%20we%20are%20influenced%20by%20contemporary%20designers%20as%20well%20%2D%20but%20we%20try%20not%20to%20focus%20on%20the%20label.%20Mostly%20we%C2%A0are%20influenced%20by%C2%A0womenswear.%20A%20lot%20of%20the%20details%20we%20put%20in%20the%20S%C3%A9fr%20garments%20comes%20out%20of%20the%20inspiration%20we%20get%20from%C2%A0vintage%C2%A0women%27s%20pieces.
- ↑ https://www.oipolloi.com/blogs/the-blog/an-interview-with-sinan-from-sefr/#:~:text=We%20are%20incredibly,look%20and%20feeling.
- ↑ https://www.thedoublef.com/kr_en/man/designers/sefr/
- ↑ https://www.oipolloi.com/blogs/the-blog/an-interview-with-sinan-from-sefr/#:~:text=Me%20and%20Per,take%20in%20account.
- ↑ https://www.oipolloi.com/blogs/the-blog/an-interview-with-sinan-from-sefr/#:~:text=We%20started%20the,good%20quality%20clothes.
- ↑ https://www.shopneighbour.com/collections/sefr-mens#:~:text=THE%20BRAND%20RELEASED%20ITS%20FIRST%20FULL%20COLLECTION%20IN%20THE%20SPRING%20OF%202016
- ↑ https://www.voguescandinavia.com/articles/swedish-brand-sefr-expands-into-womenswear-a-first-look#:~:text=The%20official%20womenswear,all%20about%20feeling.
- ↑ https://www.voguescandinavia.com/articles/swedish-brand-sefr-expands-into-womenswear-a-first-look#:~:text=The%20feeling%20of,woven%2Dknit%20top.
- ↑ https://www.voguescandinavia.com/articles/swedish-brand-sefr-expands-into-womenswear-a-first-look#:~:text=%E2%80%9CWhenever%20we%20have%20met%20with%20our%20customers%20and%20buyers%20in%20Paris%2C%20and%20all%20around%20the%20globe%2C%20they%20always%20ask%3A%20%E2%80%98Is%20this%20womenswear%3F%20Are%20you%20guys%20planning%20to%20do%20womenswear%3F%E2%80%99%E2%80%9D%20Sinan%20Abi%20Morshed%2C%20co%2Dfounder%20and%20creative%20director%20of%20S%C3%A9fr%20tells%20me%20down%20the%20phone%20from%20Gothenburg.
- ↑ https://hypebeast.com/2021/1/sefr-fall-winter-2021-rambaldi-collection-lookbook-swedish-menswear-boots-outerwear#:~:text=%E2%80%9CRambaldi%E2%80%9D%20tells%20the,creative%20directors%E2%80%99%20father.