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Mr. Lee Weiss, a Singapore-based designer, launched his personal brand L.SERELLI in 1986. The brand quickly gained momentum, opening its first franchise stores in Singapore and the same year expanding to Hong Kong with a dedicated brand image store. In 1995, the L.SERELLI brand entered mainland China through the Hong Kong Zhaofeng Group, which authorized Wuhan Lion Rui Garments Co., Ltd. to manage all commercial operations of the "Lion Lion Carp" brand in the region.
The English logo, "L.SERELLI," is derived from the founder's name, Lee Weiss. Meanwhile, the Chinese logo uses the homonymic term "SERELLI," making it easy for local consumers to remember and connect with. The brand’s origin traces back to Singapore, where its emblem features a lion's head with a carp's tail — a symbol often associated with the city-state, also known as the "Lion City." This unique imagery inspired the brand’s name, "Lion Lion Carp," reflecting both cultural heritage and artistic expression.
L.SERELLI aims to empower every man who wears the brand to express an exclusive, understated style. It emphasizes elegance, sophistication, and a subtle yet refined fashion sense. The brand promotes a positive and healthy lifestyle among young people, focusing on simplicity and clarity. Through clean geometric lines and attention to silhouette, proportion, and subtle detail, L.SERELLI creates timeless beauty that speaks volumes without saying much. Each piece is designed to reflect not just clothing, but a philosophy — one that values quality, individuality, and quiet confidence.
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