About Us
We never planned to start a fashion brand. Our experience comes from entrepreneurship and hospitality, where first impressions matter. After getting married, we were surprised to realize we share a love for style, craftsmanship, and how a great garment stands out in a closet.
Josef has always been drawn to how clothing communicates about a man before he speaks. Growing up in Chicago, he learned to layer out of necessity. Amy grew up with an instinct for proportion, texture, and style. That shared obsession led to many late-night talks, extensive research, and a decision: if the piece we wanted didn't exist, we would build it.
Traditional luxury is beautiful but often feels too precious, formal, and out of touch with how men live today. These are pieces you admire but rarely wear. Athleisure is comfortable and practical but usually lacks refinement. It’s made for movement, not important moments.
Neither option felt right to us. So we decided to create something in between. That’s how Serendro began. We chose and tested every material and piece in our capsule collection. If Josef didn’t naturally reach for it on an ordinary Tuesday, we didn’t include it. That became our real test for quality.
Our goal is to become a lasting part of your wardrobe for years to come.
We’re happy you found us.
Josef & Amy de Huelbes
Co-Founders, Serendro
Responsibility
At SERENDRO, responsibility is not a marketing layer. It is built into how we choose materials, partners, and production methods. We work with cashmere suppliers who meet rigorous standards for animal welfare, responsible herding, and environmental care. Our approach prioritizes long-term quality and traceability over speed or scale, recognizing that true luxury should endure both in wear and in impact.
Where possible, we align with independent frameworks that hold suppliers accountable beyond our own oversight. This includes sourcing cashmere in accordance with the Good Cashmere Standard (GCS) developed by the Aid by Trade Foundation. The standard emphasizes animal welfare, responsible working conditions for herders, and respect for the ecosystems in which cashmere is produced, with compliance verified through regular independent audits.
Responsibility, for us, means making informed choices and standing behind them quietly.
