I’m beyond excited to share the launch of my very first series, This Is How I Did It which takes a deep dive into the journeys of incredible brand founders who turned their visions into reality. More than just a highlight reel, we’re getting into the real stories —the moments of doubt, the game-changing decisions, and the lessons learned along the way. Think of it as a backstage pass into the minds of the industry’s most inspiring leaders both established and new on the scene.
First up is Toronto-based founder Natalie Servello who is the powerhouse behind SERVE, a just-launched apparel brand that’s shaking up the industry with her bold, versatile designs that embrace every body. With a mission to break outdated beauty standards, she’s redefining style with pieces that move effortlessly from day to night because fashion should be as dynamic as the people wearing it! Ready to know how Natalie did it? Keep reading!
Congrats on the launch of Serve! What was the driving force that inspired you to create your own brand?
Thank you ! I needed to make women feel good in their own bodies. Growing up my mom had a clothing store and it blew my mind how many gorgeous women I looked up to questioned their own bodies or put themselves down while trying on clothing. The media has a way of defining what beauty is for us, and I wanted to create a brand that challenged this. All women, all body types. Although starting a clothing brand was originally based on a book I wrote for my graduating thesis. Serve came out of necessity, cool versatile pieces I can look good in and be comfortable in. I always like to say Serve consists of clothes you can eat in. These are not elevated basics. These are quality wardrobe pieces you can rewear, restyle and keep for a really long time.
How would you describe serve in 3 words?
I would say the following:
Elevated – in my designs
Refined – we make basics everyone loves even better
Chic – there’s a blend of class but modern fashion it goes day or night
What’s the boldest risk you took while launching Serve?
Launching 3 months before I was supposed to – I had no strategy in place and no budgets ready to go. I had a lot of demand for my product and a build of adrenaline from working in the wrong field for so many years. Although I was not ready, Serve definitely was and it was riskiest but best decision I ever made.
what’s one game-changing piece of advice you’d give someone dreaming of launching their own brand?
Not everyone is going to like your brand and thats okay. If it was for everyone you wouldn’t stand our or be different. Learning to challenge the norm while not needing outside validation will push you years ahead. Success is earned and it take a lot of courage and patience to be an entrepreneur. It is the loneliest journey so leaning inwards and focusing on personal validation is key. The people who are meant to be on your journey will be there.
What’s been the biggest ‘pinch-me’ moment since starting this journey?
Hosting 130 women at the Bisha Hotel in Toronto for my launch event/SS25 spring preview. It was the most surreal moment and a complete blur. I was scared no one would show up and it ended up being the most amazing moment in my career. It was a room full of the most smart, incredibly talented, beautiful and supportive women I have ever been surrounded by in my life. It really did make all the struggles worth it. Women did not just attend a brand event, they attended a girls night. It was meant to make each guest feel seen, special and appreciated and that’s exactly what we did. Serve is not just a brand, it’s a movement.
If Serve was a playlist, what would the vibe be?
I would say cool girl vibes, a jazz house mix. Elevated chic, but also super fun.
In three words, how would you sum up your personal style?
My personally styles changes with my mood. However, I would say its classic, fun and comfortable. I love structured pieces like good blazers and classic denim that can be re-worn and elevated. I also love to play with colour and invest in vintage pieces that no one has. Being comfortable is also a part of the package. As I’ve gotten older and maintain a busy schedule, being comfortable and finding pieces that fit my body type is key. If I look good, I feel good and getting dressed really comes down to how I want to feel and what emotions I want to project each day.
What’s next for Serve? Any exciting projects in the pipeline?
Expanding Serve is my main goal right now – reaching new markets outside of Canada. Getting the brand on any one who will represent who we are correctly. I am working on some pop-ups out of the country. Nothing confirmed as of yet. Trying to focus on my next collection release and then I’ll be ready to lock in some pretty exciting collaborations.