1st Look
Anthony Serena’s love for sneakers began in his childhood, growing up in San Diego. Basketball was his primary passion, but sneakers quickly became a close second. However, in a family where money was tight, owning the latest and greatest shoes was more of a dream than a reality. “We couldn’t afford much, but that didn’t stop me from dreaming about having a pair of Jordans,” Anthony recalls.
As he grew older and started working, Anthony’s passion for sneakers only intensified. With his first paychecks, he began buying the shoes he had always wanted but could not afford as a kid. What started as a personal hobby soon turned into a side hustle. “I’d buy shoes, sometimes in multiple pairs, and sell the extras. Before I knew it, I had a pretty sizable collection." When it came time to buy a house, however, Anthony made the difficult decision to part with most of his prized sneakers, reducing his collection from 300 pairs to just ten.
Balancing his full-time job as a FedEx mechanic with his growing sneaker business, Anthony spent years building a reputation in the sneaker community. He traveled between Southern California and Salt Lake City, reselling sneakers and attending sneaker shows. By 2020, after the birth of his second child and amidst the challenges of the COVID-19 pandemic, Anthony and his wife decided to settle permanently in Salt Lake City, a place that felt like home. And it was here that Anthony made the decision to take his sneaker business to the next level. He began searching for a physical storefront, with his sights set on the trendy 9th and 9th neighborhood, known for its eclectic mix of small businesses and vibrant community spirit. Finding the right space was not easy, for in 2022, after a promising opportunity fell through, Anthony was left frustrated but undeterred.
The turning point came in May 2023. After another round of searching, Anthony found a newly listed retail space on 9th and 9th. “I called the landlord immediately and was the first to tour the space. Even though I didn’t have the deposit ready, I knew this was the spot." Despite stiff competition, Anthony’s passion and vision for the space won over the landlord. “She told me she liked my energy and knew I was the right fit. It was a moment of disbelief and excitement when she called to tell me the space was mine.”
With the keys in hand, Anthony transformed the former real estate office into 1st Look. He did much of the work himself, from hanging racks to setting up displays, determined to open as quickly as possible. Less than one month later, the shop was ready to welcome its first customers.
Today, 1st Look is a thriving hub for sneaker enthusiasts, offering a curated selection of new and gently used sneakers, including popular styles like Jordan 1s, 3s, and 4s. The store also features a carefully chosen lineup of streetwear, from brands like Supreme and Off-White, catering to the diverse tastes of Salt Lake’s fashion-conscious community.
Anthony’s journey from a sneaker-loving kid in San Diego to the owner of a popular sneaker shop in Salt Lake is a testament to his passion, perseverance, and the support of his family. “None of this would be possible without my wife,” he says. “She’s been my rock through all the ups and downs, and I’m grateful for her every day.”
As 1st Look continues to grow, Anthony stays focused on his goal: to build a business that not only thrives but also gives back, creating opportunities for the next generation. “This is just the beginning,” he says with a smile. “I want to leave a legacy that my kids can be proud of, and that starts with building something meaningful here in the community.”
