Serves by L.A. is redefining women’s courtwear, blending timeless design with modern functionality. This female-founded brand combines cozy staples like the Court Crewneck and Joggers with a commitment to making a difference. The Courtside Capsule Collection effortlessly blends sporty sophistication with timeless elegance, making it perfect for any occasion. Every purchase supports underserved youth in the Hamptons, bridging opportunity gaps through sports and enrichment programs. With production roots in New York City and a vision that extends beyond style, Serves is more than a clothing line — it’s a movement celebrating empowerment, connection, and giving back.
I recently caught up with my friend Lindsay Abraham to talk about Serves — from her journey into fashion to redefining women’s style with purpose. We’re incredibly fortunate to have Lindsay’s impactful brand making a difference in our local Hamptons community.
What was the driving force behind the creation of Serves, and what led you to choose that name for the brand?
After 15 years in the beauty industry, working for global corporate leaders like P&G and L’Oréal, I experienced burnout that led to a leap of faith and a major pivot. I started playing tennis and quickly became frustrated with the mediocre apparel available. At the same time, I joined the board of a local nonprofit. That’s when the idea hit me — how could I create a clothing brand that’s not just about serving the ball over the net but also about serving back to the community? The courts were calling… I just answered. That’s how Serves was born. My business partner, Ashley Persico, has been an incredible support throughout this journey as well.
How would you describe your brand’s core aesthetic and target audience?
Chic, timeless, classic, and unintentionally intentional! Serves is a court-wear-inspired clothing brand for women, designed to serve excellence whether you’re running a board meeting, hitting the court, or grabbing coffee. The collection is influenced by Lacoste in the 1970s but reimagined for the modern day — think Farrah Fawcett meets Carolyn Bessette-Kennedy.
Our designs feature classic navy and white, simple silhouettes, luxurious fabrics, and intentional details that seamlessly blend function and fashion. It’s elevated yet effortlessly cool. The Serves woman is bold but never loud, confident but never trying, and always on the move.
What inspires your designs?
My inspiration comes from my love of traveling, but also from the Hamptons, where I live year-round. The deep roots of the whaling industry in Sag Harbor tell so many stories that influence me. Although history from the 1800s to the 1970s often highlights heroic men, many notable women in Sag Harbor defied patriarchal constructs and left an enduring mark. Confident, brave, and bold — that’s the ultimate Serves woman. I never realized I was creative until I moved here! The Hamptons is known for its natural beauty — pristine beaches, historic charm, and perfectly trimmed hedges. The sleek lines and casual sophistication of this place create a “relaxed luxury” vibe that is a core part of Serves’ aesthetic.
How do you envision your brand evolving in the next 3 to 5 years?
My goal is to expand the collection with more stunning styles that support all types of fitness and movement. I also want to grow a community of women who care about Mother Earth, humanity, and leaving a powerful legacy.
I dream of partnerships with like-minded brands and founders — beauty companies like Saie, wellness products like Aplós, and big dreams with Nike, LVMH, and the US Open.
What has been the most rewarding aspect of launching Serves?
The most rewarding part has been receiving the love and support of our local community here in the Hamptons. I’m so grateful for this community! My goal is for women to continue empowering women in a bigger way. This brand has become a catalyst for that vision.
What is the biggest challenge you’ve faced as a brand so far?
Halfway through production, I made the tough decision to move everything from overseas to the US. My products are now made in a factory in NYC. This decision required listening to my intuition and taking action, even when it was the more difficult path. While it was a challenge at the time, I’m incredibly proud of this choice.
Are there community initiatives your brand supports or aligns with?
Our charity of choice is a local nonprofit, Hamptons Community Outreach. Through my volunteering and time on the board, I’ve seen firsthand how many people struggle to meet their basic needs right here on the East End. When I was younger, people helped my family, and it’s now my mission to serve it forward. The Hamptons’ biggest secret is that, in the shadows of the mansions and beyond the perfectly trimmed hedges, lies an invisible community struggling to survive. HCO helps lift these families out of poverty through multi-layered programs, and I’m honored to support their efforts.
Explore the full collection at servesbyla.com.