Rooted firmly in family legacy and quiet luxury, SEASE stands out for its technical, functional lifestyle and urban wear for a man on-the-go. Franco , CEO and Founder of SEASE, shares his brand-building journey based on pursued passions. I usually wake up and say good morning to my kids first thing.
I have breakfast with them and play as much as possible before taking them to kindergarten. This is the best part of my day, infinite joy! When I can, let’s say twice a week, I do some yoga, basically stretching and breathing. Sometimes I also wake up and run to the tennis court.
I really love to play tennis. When I used to live in NYC, I had a dream to design a kit of essential pieces for my windsurf- ing escape to Montauk. A bag that contains all you need to live your passion to the fullest – from your wetsuit, cashmere hoodie, to music, books, etc.
This idea remained pending in my mind for at least 10 years. Then when I quit my family business, I decided to start my own brand, kind of on the same reasoning I had back in the days. The vision of the brand is for sure to inspire people to live authentic experiences and reconnect with nature through outdoor passion driven lifestyle.
With SEASE, we redefine tradition through design and performance. We combine high-quality materials, like precious natural fibers, with technology to reach performance and functionality. It’s all about inspiring through life experience, authenticity, heritage, quality and innovation.
Not difficult to answer, SEASE is an extension of what I love to do in life. I am passionate about outdoor sports like sailing, surfing and skiing. I wanted to create a functional yet sophisticated wardrobe, designed for outdoor activities meant for the city, where activewear is merged with everyday life.
I am positive that SEASE has a strong identity, a unique combination of design, materials and shapes, different from anything else in the market. The hybridization of sartorial tradition and contemporary design, and our modern styling creates a special twist with a strong personality. Our products don’t really need a logo to be recognized.
These are the most important signatures in my opinion. For sure, the most important takeaway I got is to deeply understand the customers’ needs and behaviour in such an important and demanding market. This allowed me to position and shape the new brand accordingly.
I really think there was a lack of authenticity and performance in the luxury market. I believe it is not the only factor of success for a brand, but it is a mandatory value that every brand must take into consideration. There is no future without ethical entrepreneurship.
The goal is, for sure, to create a roadmap to reduce – as fast as possible – the impact of our supply chain and industries in general. SEASE’s mission is to create value while respecting the planet. The products are engineered through a sustainable protocol in terms of raw materials, supply chain process and use of natural resources.
SEASE uses mostly natural, organic fibers like precious wool and cashmere, fine linen and hemp. More importantly, we believe that we have the duty to educate our clients, the final consumer, to make conscious choices. This important challenge can be won only through education and culture.
Greenwashing marketing is not the solution. It is too early to judge, but our windbreaker called Jib Set is a very functional and easy to wear piece that has been a great success so far. For sure that if you do it yourself, you will make mistakes and you are the only one to blame.
You are the one who suffers but at the same time you will get the biggest reward and satisfaction..
