I am creating serveplusone to act as a full creative hub for tennis, not only a clothing brand, but a community including news, events, and discussions.
There's this idea that tennis belongs to a certain type of demographic. Travel tournaments, private clubs, expensive training, old money... this is what society has pictured the sport of tennis as for a very long time. Yes, tennis does include a side where money becomes a big factor, but the bare necessities is all you need to enjoy the game and improve. Court, Racquet, Ball the simple things you need.
We're building a home for everything tennis... the clothes, sure, but also the news, the debates, the events, the culture. Think of it as a creative encyclopedia for the sport: a place where the history of tennis style meets what's happening on court right now. Somewhere between a locker room and a scrapbook.
Somewhere between vintage clubhouse elegance and today's mass-produced athleisure, something real got lost. We're bringing it back pieces that respect the game's history without being stuck in it.