“Our passion for fashion brought us to where we are today.”
Basic Fashion Service has been designing and manufacturing ladies’ and men’s apparel over the years in Canada and abroad with a number of joint ventures in China, Vietnam and in North America. Their partnerships have been fruitful, resulting in excellent quality, and value for their customers.
Originally known for designing luxurious cashmere sweaters, the Serrani brothers now specialize in key item separates and ready to wear co-ordinates.
Designer Mario Serrani is the talent behind his well-known and established trademark label. Born in Italy, Serrani came to Canada in 1972 and, at the age of 18, started working in the fashion industry. Partnering with his brother Bruno, they founded their Canadian company in 1978. Self-taught as a designer, Mario Serrani insists that, “women want everyday real-life clothes.” No matter what they do during their daily life women not only want to look good, but also want “value,” which means, “the finest quality fabrics and good quality workmanship, all at a fair price. We work hard to achieve this and offer it to our customers.”
“We design clothes that are versatile and high quality keeping in mind the needs of our customers.”
Succeeding at fashion takes research and dedication. Serrani regularly scouts the European markets, visits museums and looks through historical costume books for ideas. Design inspiration also comes from his travels, not only throughout Europe, but also North America and Asia. “I like to see what people are wearing on the streets. When you travel you get to see how people across the world feel in the clothes they wear, and how it translates into what they do,” he explains.
Mario Serrani keeps his finger on the pulse of fashion and emerging trends by travelling and attending the world fabric markets in search of new and innovative fabric designs. The only real “newness” today in fashion is fabrics, which Serrani considers crucial to the clothes he designs.
In his opinion, if the fabric isn’t of good quality the garment will not be long lasting, especially with the demands of wash and wear.
Quality fabrics + Strong partnerships + Latest technology knowhow = Never compromising on producing the best value product
Each season a collection begins with the selection of fabrics. Serrani visits Europe twice a season where he works with some of the world’s most renowned fabric mills. “I buy from the same sources as top European designers – from London, Paris and Milan,” he says.
Garment designs evolve from inspiration and research, and from working very closely with retailers, listening to their feedback on what “today’s customers” want. People today want garments that are versatile, taking them from every-day wear to the office without ever compromising on style.
With all aspects of design, manufacturing, merchandising and marketing well in place, the Serrani family business is well positioned and exports globally.
Both Serrani brothers, Mario and Bruno, have a unique understanding of what the customer is looking for seasonally. They have earned their customers trust and the sterling reputation that they will unfailingly deliver well-designed and produced products.
“We are proud to engage in many mutually beneficial international partnerships.”
Many large retailers in Canada such as HBC, Costco, Sears, Walmart, Winners, Simons and Holt Renfrew, to name a few, have enjoyed working with the Serrani team over the years on their private label collections with great success.
The Mario Serrani brand has been a prominent staple at Costco Canada for over 10 years and Costco Mexico for over two. This success has only grown with the addition of Costco USA, Taiwan, Korea, Japan and Australia.
Both the Serrani team and their retail partners share similar philosophies in offering their customers impeccable quality, and contemporary styling at a great price point.
The mission is simple: design and manufacture sophisticated clothing.
74 EDILCAN DRIVE, CONCORD, ONTARIO, L4K3S5
tel: +1 (905) 660-3357
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© 2017 BASIC FASHION SERVICE, MARIO SERRANI | ITALY. ALL RIGHTS RESERVED.