Although zero connotes neutrality, zeros are powerful. Just add a zero to the end of a million. Neutral and powerful are two words that describe Swedish brand Sefr, which translates to ‘zero’ in Arabic.
Sefr is powerful and substantive in its innate qualities; timeless design, elegant materials and expert stitching. Driven by an environmental and ethical ethos, Sefr’s quality story is supported by European small-sourced materials, which adds depth to their perfectly tailored wardrobe staples that exude sophisticated nonchalance.
Originally a vintage consignment shop consisting of brands such as Margiela and Dries Van Noten, the designers, Messrs Per Fredrikson and Sinan Abi have translated their obsession with vintage clothing into a line as timeless as the vintage garments they once sold.
Sefr is one of those brands that when worn, you will feel like the zeros at the end of a million bucks.