Born under the African sun in the city of Cape Town, South Africa, Mik Serfontaine left his hometown at the age of 18 and led a gypsy like – globetrotting existence until the Los Angeles music scene captured his attention in the late 80’s. Mik emersed himself in the culture and his segue into the clothing business was a natural evolution due to his passion for denim. He started his label in 2002 with a philosophy of authenticity in mind to design jeans that could achieve the moulded fit and true-to-life signs of wear of a favorite pair of jeans.
Serfontaine’s Fashion Collection features the best- known silhouettes in new fabric innovations such as X-Fit and XLA bi stretch. Serfontaine has been the pioneer and leader in adopting these new stretch fabrications, which has enabled them to provide one of the most versatile yet consistent fitting denim jeans on the market. Their denim utilizes a new form of lycra that has 8 times the memory of normal lycra called T400 lycra. This means that with Serfontaine you have the stretch but your jeans will not lose their shape.
Current devotee’s include Halle Berry, Alicia Silverstone, Kate Hudson, Jennifer Aniston, Joss Stone, Lucy Liu, Victoria Beckham, Carmen Electra and Gwyneth Paltrow.