The story of SER, as told to the storytellers

Yesterday and for the first time, we opened the doors to the world of SER through an intimate and immersive experience in our itinerant gallery. More than an exhibition, it was a journey through time, an expression of our story where the creative process itself became art.

The first to walk through our gallery were members of the media and press, witnesses to the evolution of SER—embarking on a journey through the fragments that shaped our story and gave meaning to our path. Because sometimes, understanding the why is far more important than understanding the what.

As guests moved through the gallery, each space revealed hidden messages, silent details waiting to be discovered. Art was present, but above all, passion: for fashion, for craftsmanship, for the freedom to express oneself. SER is more than hats; it is the art of being, of embracing dualities and turning them into symbols of transformation.

Andre, the soul behind SER, officially introduced the brand to the world—a brand born to make history, to evolve alongside her, and to continue transforming life’s dichotomies into amulets, into hats filled with meaning.

We are from Medellín, but we are for the world. And yesterday, it became clear: true inspiration comes from within and art is a journey of self-discovery, where the path traveled holds just as much meaning as the final creation.

This is just the beginning.