Tore Mortvedt Talks Niche Norwegian Outerwear Brand, SERAC
A reputation of well proportioned design and non expendable construction.
Words, Igee Okafor
Photography, Pål Laukli
Inspired by the depletion of product in modern day culture, SERAC meaning ice “Pinnacle”, and as water – continuously in transformation launched in 2016 with a vision of inspiring ethical sustainability practices through high-performing technical outerwear.
Established by award-winning Norwegian Industrial Designer, Tore Mortvedt, SERAC has been able to create a reputation of well proportioned design and non expendable construction as seen on their coats, jackets, and parkas — designed in Norway, and developed in Italy.
Not only are the pieces specialized with ethical and sustainability values focusing on how product balance, standards and anticipated lifespan affect the environment, they’re also very fashionable. So much so that it’s almost instinctive for the wearer to just want to live in them — although, this outcome is not too surprising for a forward thinker and designer like Mortvedt who believes in the technicalities of combining the two characteristics.
With SERAC, Tore Mortvedt is sifting through a range of motivating forces in essential design aesthetics. With previous experience from Helly Hansen’s technical sailing and skiing apparel, he notes that his perspective catches something special allowing for the freedom of movement, and temperature management. “The bias in choosing outerwear is tough to beat even with high quality.” says, Mortvedt. “but there is one particular thing that sets our outerwear apart from the rest and is experienced though the simple solicitation: “try it”.
It’s the reason why the T Line and Detour collections have been considerable hits. Indeed, the truism of the statement is particularly strong and relevant to the way a variety of men prefer to consume products today.
On the subject of functionality, Mortvedt says, “A SERAC will deliver on fit, on weather protectiveness, on style and feeling” he continues, “but more than anything, it is designed to mesh with the body. It’s not designed to give men a trendy silhouette nor meet traditional standards. It is our own interpretation of that second shell we put on to meet our surroundings.”
With the buildout, and artful arrangements on these outerwear productions like the inclusion of the first machine-washable waterproof fabric, Staywax, solidifying SERAC’s concept of construction, it is no surprise why items like bergen coat, the hybrid coat and the Osaka Project are standouts.
The DNA of the brand’s design scheme is rooted in a holistic approach that is both essential, and explorative highlighting pieces that are reflective of Mortvedt’s pacesetting stance on what premium tech outerwear should be today - a complete and versatile product.
On one of the brand’s most notable pieces, Mortvedt shares, “We have the Osaka Project for example which offers a 3L outerlayer shell which reveals the insulated gold bomber at the cuffs.” he further explains, “This piece is explorative and can be worn as two separate pieces as well as layered providing the wearer with multiple options to experiment with for personalising the jacket to suit anyone’s style.”
