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Photo: The Reoutfitter
Often criticised for its environmental impact, the fashion industry paradoxically offers a platform for personal expression. In this realm, The Reoutfitter stands out. Led by Sera Murphy, a seasoned fashion industry professional with a retail merchandising background, The Reoutfitter doesn’t just advocate for sustainable fashion — it redefines it. The brand empowers clients to curate timeless, sustainable wardrobes that are as unique as they are.
Murphy’s journey began at the Fashion Institute of Design & Merchandising (FIDM) in Los Angeles, followed by various buying positions in New York. After a career break to raise her children, she returned to the fashion world, but this time with a renewed purpose.
Witnessing the environmental impact of fast fashion firsthand while volunteering at Redress in Hong Kong, Murphy realised that sustainable style wasn’t just a trend but a necessity.
Photo: Alison Emerick Photography, The Reoutfitter
Unlike traditional stylists who focus on colour palettes and body types, The Reoutfitter delves deeper. Murphy emphasises understanding a client’s essence: “Who are you, who do you want to be, and how can we express that through clothes?” This approach fosters a mindful relationship with fashion, encouraging clients to invest in pieces they love and wear often.
Bootstrapping success
The Reoutfitter’s success story is as inspiring as its mission. The 38-year-old mother of two bootstrapped the business, honing her skills by styling friends. This organic growth reflects her core value: slow, sustainable progress over fleeting trends. The Reoutfitter caters to individuals seeking a mindful approach to fashion, mirroring Sera’s own philosophy of building a business with integrity.
“I founded The Reoutfitter because my love for fashion came from helping people, after years of realising that corporate buying isn’t the reason why I went to fashion school. My life’s work has led me to understand that helping people find themselves through clothes is what drove my passion to begin with.”
Photo: Nina Mucalov
Moving away from conventional styling narratives, she draws out each client’s unique essence and aligns their wardrobe choices with their personal identity and goals, fostering a mindful shopping practice based on authenticity and self-expression.
Quality over quantity
So, how does one build a timeless wardrobe that transcends fickle trends? Murphy advises focusing on silhouettes that flatter your body type and lifestyle. “With trends, it’s important to remember that some are simply not flattering on certain body shapes, so those are easy ones to avoid,” she elaborates. “And as cliche as it sounds, age helps. The older you get, the more you see trends come and go, (the more) you know which ones to avoid.”
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For example, trends can be incorporated subtly by swapping skinny jeans for a straight-leg cut. The key lies in mindful consumption — investing in quality pieces you’ll cherish for years.
This conscious consumption also translates into decluttering one’s wardrobe, a service that The Reoutfitter offers clients. Murphy’s personal rule is that if she hasn’t worn an item in over five years, it requires an assessment — either by figuring out a new way to wear it or style it or by assessing whether it has a place in the future.
Photo: Nina Mucalov
With that in mind, decluttering has proven to be an emotional task, with clients struggling to let go of styles that no longer fit or serve their lifestyles. “I mediate this by letting them know that this is just a start to their journey, and if they’re not ready to let it go yet, that’s okay. But (they should) pay close attention to whether (the garment) is actually being worn or just taking up physical and mental space.”
She also has advice for those who enjoy thrifting or vintage shopping: “Ignore the sizes and try things on! People often see an item marked a certain size and think there is no way they’d ever fit it. Be open-minded when shopping secondhand; it can surprise you in many wonderful ways.”
Sustainable style: A form of self-care
The Reoutfitter’s approach to fashion extends beyond environmental consciousness. By cultivating a wardrobe that reflects their true selves, clients experience a powerful form of self-care. “We can be stylish even if we wear our everyday outfits,” Murphy emphasises.
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In fact, she highly recommends wearing what you already own, which is the most sustainable option. “Build slowly and always calculate your potential ‘cost-per-wear’ for every purchase going forward.”
Carving out a niche style is a great way to stay creative and sustainable, and local brands such as OliveAnkara, Sui, and Maisha Concept execute this well. Murphy elaborates, “They don’t create large collections, but very specific cuts and prints that they switch up every season.”
Just as The Reoutfitter aims to help clients move away from fast fashion and towards smarter, slower, longer-lasting investments, that ethos applies to the business. “A slower, even growth is more valuable to me than a fast and big approach; it is authentic to our values of a more mindful lifestyle, too.”
