Neo Serati Mofammerein is the brains behind Johannesburg’s contemporary athleisure brand Nao Serati. Founded in 2014, the brand specialises in unisex garments that explore the margins of gender and sexuality, while bearing in mind their South African heritage. Nao Serati is all about a dialogue which asks, dissects and often subverts what it is to be a man or a woman in modern-day Africa.
Serati, who studied fashion design at LISOF, sources inspiration for his designs from the rebellious, collaborative, and innovative spirit of contemporary South African youth culture. Often making use of reflective and glistening materials, the designer’s pieces are both eye-catching and illuminating – shining a light on the possibilities of fashion to further explore ideas of gender and contemporary masculinity in South Africa.
As a self-described introvert, Serati views Nao Serati as both a brand and a means of self-expression for an alter-ego that’s not concerned with being accepted in the public eye or not. To date, Serati has shown at both Mercedez Benz Fashion Week Johannesburg, and South African Menswear Week, as well as garnered media attention from across the country. In a local fashion scene that prides itself on creativity and innovation, Serati stands out as one of the country’s most exciting young designers.