Serena Bute London

Serena Bute first made a name for herself back in the 80s when she started making beautiful, comme-des-garçons-esque shirts under her first label, Wendell and Howes. In the late 80’s she married and moved to Jamaica, where she spent the next 10 years. There was very little to buy in terms of kids clothes and so she started her own children's wear label. At first she just made clothes for her own kids but they quickly became popular amongst the locals. Serena moved back to London in the mid 90’s with her 2 children and from the kitchen of her house in Shepherd's Bush, she started ‘Anonymous by Ross + Bute’. She was first inspired by some thermal vests that she came across whilst styling a fashion shoot. The label evolved into a very British, highly feminine, ageless womenswear brand specialising in knitwear. Sold worldwide and copied worldwide. After deciding to shut up shop with Ross and Bute, Serena took a few years out to spend time with her family. However, she continued to make samples inspired by her own personal collection of clothes ranging from Biba to Ozzy Clarke, she made crepe suits which led on to trousers, all specialising in ease and comfort for people with hectic lives and those that are always on the move. Finally, in 2015, Serena established her self-titled brand - The capsule collection of wideleg joggers with striking grosgrain detailing offers the perfect building blocks for a sportsluxe wardrobe. Appropriate for women of all ages, the trousers represent Serena's personal ethos: stylish, comfortable, easy to wear and suitable through day to night.