SERENOS® MISSION
We're all in progress
Nobody here is a finished object. Not the people having the worst month of their life, and not the ones having the best one.
The problem isn't that people don't want help.
"I'm not okay" is a confession. It's heavy, it changes the room, and it makes the other person responsible for what happens next. So most people don't say it. They say they're fine, they change the subject, and everyone moves on relieved.
Nobody is choosing silence. They just can't find a way in that doesn't cost too much.
- 01 THE SUN DIDN'T LEAVE
- 02 Time isn't running out
- 03 THIS ISN'T THE FINAL VERSION OF YOU
- 04 They'd say yes if you asked
Four things that are true and don't look true from underneath. We print them on the back, where somebody walking behind you reads them instead of you.
A sentence on a t-shirt is easier than a sentence to a face.
You never see your own back. That's exactly the point. You're not making a statement about yourself, you're leaving one where somebody else can find it.
Somebody has to talk.
From under the clouds the sky looks grey all the way up. You can't check from where you're standing, because the mind doing the looking is the one that's lying. Somebody outside has to say it, and for that, somebody has to know.
WHERE THE MONEY GOES
15%
of our profits, receipts every quarter.
Our partner is The Jed Foundation, which works on emotional health for teenagers and young adults, the same people who wear this. Top marks from both Charity Navigator and the Better Business Bureau, and you can check that yourself rather than take our word for it.
Profit is a number a company gets to define, so a percentage of it means nothing on its own. That's why the receipts matter more than the figure. Every quarter we publish what was made and what was given.
My brother never said it, and I never asked twice.
Gabriele was born in Florence in 1996. He supported Fiorentina, played football for years and then took up powerlifting. He loved skiing and cold places. Quiet with strangers, always smiling with the people he knew.
He was impossible to talk to about anything real. You'd ask how he was, he'd say he was fine, he'd change the subject. After a while you stop pushing. Everybody does.
He passed away in August 2026.
I won't tell you a conversation would have saved him. I don't know that. What I know is that he was under it for years and nobody outside was telling him what it looked like from up here.
Me and my brother Gabri
NEXT MINUTE
Somebody came to mind while you were reading this.
Text them. Not tomorrow. Tomorrow is where messages get lost. Ask how they are, and when they say fine, ask again. That costs nothing and it isn't a purchase. It's the only thing on this page that actually matters.
Shop the first dropIf you're the one under it right now, you don't have to go first alone. The Jed Foundation has resources and someone to talk to ↗