Serenos® — About

My brother Gabri.

Gabriele was born in Florence in 1996. Fiorentina, football for years, then powerlifting. He loved skiing, cold places, and Coldplay.

He also had epilepsy. Seizures, and the waiting between them. That wears on a person in ways nobody outside gets to see.

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.

In August 2026 he took his own life.

I won't tell you a conversation would have saved him. I don't know that. What I know is that he carried it for years, and nobody outside was telling him the sky was still up there.

So I started Serenos.

Not as a memorial. I named it after the place I wanted him to reach, and I'd rather spend my time getting other people there than explaining where he went.

The name is an Italian word for two different things.

Italian uses one word for both and nobody there finds it strange. We think that's the whole idea. A clear sky isn't one where weather stopped happening — it was grey this morning, and it's the same sky.

Happy is an afternoon. Sereno is a life.

Chasing the first is why so many people feel like they're failing at the second.

You are the average of your highs and your lows. Not your best week, and not your worst month either, however convincing it is while you're inside it. Both are points on a line, and the line is the person.

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. A percentage means nothing on its own, so we publish the numbers.

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.