California Chic: Maxime Cazelles was born in Paris but cut his teeth in fashion in Los Angeles where he spent a decade working with brands such as Fear of God, Buscemi, Diesel and Levi’s.
Now, he’s branched out on his own with a new collection called Syera, launching July 17. Its ethos blends outdoor references from California with Parisian-informed design and was inspired by an encounter he had a decade ago when he spied a gnarled Monterey cypress on a cliff at Big Sur. A version of that windswept tree became the logo for Syera.
Cazelles describes it as “a brand born from the idea of blending European refinement with the rugged spirit of the American West. The inspiration came from noticing that California’s elevated outdoor lifestyle hadn’t been captured in a way that felt both authentic and aspirational. I created Syera to fill that space, and I believe it’s on its way to becoming the definitive high-end outdoor label.’’
What that translates into is a collection of classic pieces such as a Western overshirt, gabardine shirts, cashmere polos, jersey T-shirts, fleece sweatshirts, baggy pants, classic caps, silk bandanas and moccasin loafers.
Prices range from $295 for a three-quarter hoodie to $2,495 for a leather overshirt and the collection is available on the Syera e-commerce site before being offered to retailers for spring 2026.
A Fleet Feet store.
Courtesy of Fleet Feet
Take It to the Track: FloSports, a global sports media company, has partnered with Tracksmith and Fleet Feet to promote its coverage of the Wanda Diamond League, the largest racing track and field racing series outside of the Olympics.
The deal will include in-store activations and retail exclusives including watch parties in Fleet Feet stores in select markets and live broadcasts by Olympian Matthew Centrowitz, who will host The Athlete’s Lounge in the company’s Chicago store on July 19 during the Diamond League’s London event. In addition, Fleet Feet customers will receive discounts to Tracksmith apparel and footwear and customers of the Boston-based running brand will also be sent a special mailer about the Diamond League events.
“At the core of this unique partnership is a shared commitment to serve the runner,” said Matt Taylor, founder of Tracksmith. “By seamlessly integrating sport, a fresh retail experience and a brand touchpoint, our goal is to create real value for our communities to feel connected and inspired through track and field.”
In addition to the Diamond League, subscribers to FloSports’ track platform also gain access to other track and field events including Continental Tour Gold, World Marathon Majors and others.
A preview of the Williams Racing AllSaints collaboration for the 2025 British Grand Prix.
Courtesy Photo
Speaking of the Track: AllSaints is shifting into high gear — the British fashion brand has partnered with the Atlassian Williams Racing Formula 1 team on a multiyear licensing deal. The first iteration of the partnership is a limited-edition collaboration to commemorate the upcoming 2025 British Grand Prix held in Silverstone, U.K., and is the Williams Racing team’s home race.
For the collection, a curated selection of nine pieces merges together style and performance — and taps into the deep-rooted heritage of the Grove, Oxfordshire-based team that holds nine Constructor Championships and seven Drivers World Championships under its belt.
AllSaints drew inspiration from the adrenaline of race day, archival race suits from Williams’ history and the signature brand style of subdued tones, “rebellious” detailing and leather expertise. The brand said that utilitarian-driven outwear, statement graphics and off-the-track essentials were the major focal points for the collaboration — with functionality and craftsmanship at its core.
This also marks a reunion for the two U.K. companies. The brands last worked together in 2008; AllSaints’ branding was featured on the wing of the Formula 1 car and saw Nico Rosberg drive the car to two podium finishes that season.
