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Singapore-based designer Mr. Lee Weiss launched his personal brand, L.SERELLI, in 1986. The brand quickly gained traction and opened its first franchise stores in Singapore. That same year, it also established a flagship store in Hong Kong, marking its initial international expansion. In 1995, the L.SERELLI brand entered mainland China through the Hong Kong Zhaofeng Group, which became the authorized distributor. Wuhan Lion Rui Garments Co., Ltd. was then entrusted with registering and managing all commercial activities of the "Lion Lion Carp" brand in the Chinese market.
The English logo, L.SERELLI, is derived from the founder’s name, Lee Weiss, while the Chinese logo, SERELLI, is a homophone that reflects the brand’s identity. Originating from Singapore, the brand's emblem features a lion head with a carp tail, symbolizing strength and grace. This imagery is often associated with the city known as the "Lion City," hence the translation "Lion Lion Carp."
Every individual wearing L.SERELLI embodies a unique sense of style—refined, elegant, and subtly expressive. The brand emphasizes attention to detail and high-quality craftsmanship, appealing to those who appreciate understated sophistication. It promotes a positive and healthy lifestyle among young people, using clean, geometric lines to create a striking visual impact. The design focuses on silhouette, proportion, and subtle variation, delivering timeless elegance with minimalism.
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