Anna Pujals Serena lived all her childhood in Badalona, an industrial city at the north of Barcelona. Both of her grandfathers worked at the textile industry. Her grandmother used to spend the afternoons knitting on the balcony of her small downtown house while chatting with her neighbors.
Her happier childhood memories are from the Pyrenees, the mountains where she and her family used to camp during summer holidays. She learned, while hiking with her parents, about nature strength and fragility.
Anna was a ballerina. She loved dancing and sparkled as a child in the local arts academy. She knew how much of a sacrifice was needed to dedicate one life to dance and she had plenty of ideas and plans in her little head. She kept dancing because she was passionate about it, but she focused on her studies.
She graduated in Economics and Business Science and worked for the fashion industry. Anna was passionate about her career, but after all these years, she was lacking the reason why…, she needed to disconnect.
After a time of reflection and self-discovery, she was ready to keep on her career on fashion. Although from then on, it was going to be ruled by her own convictions. She had a project in mind. Research and tests were necessary. There was also a period of time in San Francisco where Anna met artists and entrepreneurs, who also were environmental activists, and that were successfully embracing projects of design and sustainability.
Anna launched Lana Serena.
Some personal words
“I love fashion and I was happy to develop my career on that industry. But, I ended up disappointed and disillusioned. It was because of the speed in which collections needed to be turned around on a competitive race, the low-cost pursuing and the lack of real history or significance of all that number of pieces we were creating.
Being a mother helped me to open my eyes about the world I want my kids to inherit.
It was the summer of 2015 when I discovered that Spanish shepherds were discarding the wool or selling it at a loss. Spanish wool that had been an extremely precious good, today it no longer had value. The balance between sheep and countryside was breaking. And it was followed by the destruction of centuries’ old traditions and trades.
Wool happened to give a passionate meaning to the beginning of this project. And fortunately, hope emerged from the romantic ideals of people that fight to preserve and recover cultural heritage in a sustainable way.”