Lana Serena

“I love fashion and I was happy to develop my career on that industry. But, I ended up disappointed and disillusioned. It was because of the speed in which collections needed to be turned around on a competitive race, the low-cost pursuing and the lack of real history or significance of all that number of pieces we were creating.

It was the summer of 2015 when I discovered that Spanish shepherds were discarding the wool or selling it at a loss. Spanish wool that had been an extremely precious good, today it no longer had value. The balance between sheep and countryside was breaking. And it was followed by the destruction of centuries’ old traditions and trades. Wool happened to give a passionate meaning to the beginning of this project. And fortunately, hope emerged from the romantic ideals of people that fight to preserve and recover cultural heritage in a sustainable way.”

Founder
Anna Pujals Serena

Origin
Barcelona

(9 styles)

Lana Serena

“I love fashion and I was happy to develop my career on that industry. But, I ended up disappointed and disillusioned. It was because of the speed in which collections needed to be turned around on a competitive race, the low-cost pursuing and the lack of real history or significance of all that number of pieces we were creating.

It was the summer of 2015 when I discovered that Spanish shepherds were discarding the wool or selling it at a loss. Spanish wool that had been an extremely precious good, today it no longer had value. The balance between sheep and countryside was breaking. And it was followed by the destruction of centuries’ old traditions and trades. Wool happened to give a passionate meaning to the beginning of this project. And fortunately, hope emerged from the romantic ideals of people that fight to preserve and recover cultural heritage in a sustainable way.”

Founder
Anna Pujals Serena

Origin
Barcelona

(9 styles)