Hypebeast Community Center: SYERA
Designer Maxime Cazelles divulges how he’s reimagining outerwear, the road to launching his own brand, and the versatile nature of his meticulously crafted label, SYERA.
Give us your elevator pitch.
SYERA is a modern clothing label born from a love of raw landscapes, timeless design, and meticulous craftsmanship. Our pieces are made for those who find beauty in both the journey and the details, garments that move seamlessly between nature and city life. Each collection is anchored in storytelling, shaped by custom art and signature embroidery, and built from curated fabrics like Japanese canvas and Italian twill. Every material is chosen for integrity, comfort, and the way it ages with character. SYERA is more than clothing. It is a world to step into, a meeting point between exploration and artistry, where every piece carries a story worth wearing.
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The Five Ws
Who is wearing SYERA?
SYERA is for people who see clothing as more than just product. It is for those who collect experiences, who move between cities and landscapes, and who value craftsmanship that feels both timeless and personal.
What is your brand’s main message?
SYERA is about reimagining the essence of outdoor-worn garments through a modern lens. It is about building a modern uniform: precise cuts, elevated materials, and seasonless pieces meant to be worn, reworn, and styled without effort.
When did you launch your label?
SYERA began in 2015 when I first discovered the cypress tree that became our logo. We officially introduced the brand at Paris Fashion Week in January 2025, with the real kickoff coming that March through a successful online pre-order, followed by our website launch in August.
Where are people wearing SYERA?
Everywhere, and that is the point. The pieces live just as comfortably in Los Angeles or Tokyo as they do in a coastal town or a mountain lodge. SYERA is a versatile lifestyle collection, rooted in the West American narrative we are trying to own. It is designed to adapt, versatile in terrain and versatile in weather, which is central to the brand’s ethos.
Why was SYERA created?
SYERA was created to build something bigger than clothing, a world of garments, artwork, and storytelling that people could step into. At the same time, I had been in fashion for over 15 years and always knew I wanted to create my own brand. I also saw a clear opportunity in the market: the California and West American lifestyle is one of the most iconic in the world, but no label was truly owning that narrative. SYERA was my way of doing both, pursuing a personal dream and filling that gap.
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About The Brand
When did fashion design become a passion for you and an intended career path?
Fashion became a passion for me during my business school years, when I managed the A.P.C. store on weekends for over three years. That led me to join their team in London, and from there I moved through roles at Levi’s XX in Brussels and Amsterdam, Diesel/OTB in Venice, and eventually Los Angeles, where I worked with Buscemi and Fear of God. Each step brought me closer to design and made it clear this was the career I wanted to build.
You previously worked as Head of Product for Fear of God. How did that experience help shape your craft?
It gave me the chance to see the brand grow from a small team to a global company, which taught me a lot about pace and scale. The experience sharpened my eye for fabrication, proportion, and detail, while also showing me how to balance vision with execution and build product that connects emotionally and makes sense in the bigger story.
What made you want to go solo and build your own brand?
It was always in my head to build something of my own. Fashion is my passion, it is the career I have built, and really the only field that makes sense for me. At this stage of my life, with kids and turning 38, I felt it was time to take the risk and pursue the vision I had for a brand that did not exist in the market, a product I first wanted for myself. It is a passion project, and I know it will be hard, but I have the drive and energy to make it happen.
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How would you define SYERA’s style in your own words?
Modern refinement with roots in the outdoors. Timeless silhouettes like overshirts, knitwear, and pants, elevated with Italian and Japanese fabrics, and finished with art-driven details like embroidery, prints, or patches. Clothing that feels familiar yet entirely its own.
What do you think makes SYERA stand out in today’s sea of emerging fashion brands?
We treat clothing as part of a larger cultural object, connected to hand-painted artwork, installations, and storytelling. It is not just a brand you buy into, it is a world you step into. We also produce where it makes the most sense, jersey and fleece in Los Angeles, statement pieces in Italy, using Japanese and Italian fabrics. Quality is the pillar everything is built on.
What style codes or eras do you draw inspiration from?
Heritage outdoor wear, vintage military, and classic workwear are always in the mix, but they are reinterpreted with modern proportions, luxury fabrications, and refined details. That tension between past and present is where SYERA lives.
What is the biggest challenge you have faced while building your brand?
The easiest part has been having the vision. Seeing the opportunity in the market and shaping this world has felt like a gift. The real challenge comes in the execution, making sure every idea, product, story, or artwork reaches its full potential at the highest level. As an independent and self-funded brand, every decision counts, so the balance is staying true to the vision while building something sustainable.
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Who would you like to see wear your designs?
Honestly, anyone who enjoys them. SYERA was never built on exclusivity or a too-cool-for-you mentality. The ethos is rooted in nature and art, which are things everyone should be able to connect with. Of course, the price point and style naturally define who has access, but my hope is that the brand resonates broadly. From a strategy perspective, I would love to see people who embody creativity and curiosity, artists, musicians, athletes, and designers. Not because of celebrity, but because their lives reflect the spirit of exploration and artistry at the core of the brand.
What’s next for SYERA?
SYERA’s next chapter is about continuing to expand on the brand’s world, evolving beyond garments into a broader cultural and creative platform. The focus will remain on deepening the storytelling that defines SYERA, connecting clothing, art, and immersive experiences in ways that feel both timeless and modern. As the brand grows, expect to see more activations that bring the ethos of exploration and artistry to life, from curated installations to unexpected collaborations, always rooted in the same commitment to quality, creativity, and connection with nature.
