13 09 SR

13 09 SR: a strange name, like a code that makes sense as soon as you enter the world of this accessories brand that blends craftsmanship and sportswear. SR stands for Serge Ruffieux's initials and 13 09 for his date of birth. A Swiss-Italian designer and graduate of HEAD, the Geneva School of Art and Design, he has worked for Moschino and Sonia Rykiel, then headed the Dior ready-to-wear studio before taking over as artistic director and joining Carven, then a label based in Shanghai. " When we founded the brand 4 years ago, we had a hard time finding a name. We chose this one, which has something confidential about it, and needs to be deciphered, which suits us," he explains.

If this label bears the name of its designer, it wouldn't have come into being without Émilie Faure, a fashion journalist who decided to take a turn by joining the Institut Français de la Mode to do an MBA. It was there, during an exercise in business creation, that she contacted Serge. The idea of founding a brand together was born.

Since 2021, the flat, hybrid and always comfortable shoes designed by this duo, who do their utmost to limit waste and overproduction, have been distributed worldwide. Glasses and bags are also now part of the collections. This prize can help us to introduce our work to a wider audience," explains Émilie. But what's really important is that our young structure has been recognized by the City of Paris, where we're based. "

13 09 SR © Félix Marye