SEASE
A TRUE LUXURY LIFESTYLE BRAND

SEASE
A TRUE LUXURY LIFESTYLE BRAND

SOON met with Franco Loro Piana, the founder of activewear label “SEASE”: “I would define SEASE as tailoring elegance combined with a highly competent design and performance.”

Interview & Text: Mário de Castro

WHEN AND HOW WAS SEASE CREATED?
We founded SEASE in 2018, with the aim to continue our family heritage of quality and Italian elegance with a more contemporary and functional lifestyle. The brand is rooted in our passion for the outdoors and in the desire to create a wardrobe where elegance meets performance—whether navigating the city or enjoying authentic experiences in full harmony with nature. From the very beginning, our goal has been to design timeless pieces, loyal friends for every adventure.

WHAT IS AVANT-GARDE IN SEASE’S DNA?
One of SEASE’s main pillars is to hybridize traditional elegance with contemporary design. Sartorial heritage evolves into a contemporary wardrobe, taking classic fabrics to a new level in terms of performance. Precious natural fibers like superfine wools and cashmere, cotton and linen are treated with advanced technologies to become waterproof, breathable and high-tech for any weather condition. The Solaro fabric is the perfect example: a herringbone wool from the British sartorial tradition, originally developed to reflect UV rays during military expeditions; it later became a symbol of menswear summer elegance. Today, SEASE reinterprets this heritage fabric through design and performance to develop technical pieces for urban life and outdoor adventures.

HOW DOES SEASE CONNECT TO THE WORLD OF LUXURY?
The use of the finest materials and high-performance technology is the starting point for creating products of quality and Made in Italy excellence. We design and craft our pieces with the intention of making them timeless—meant to last in our clients’ wardrobes through years of wear and countless adventures. They are meant to become objects carrying a sense of belonging, stories and lasting memories.

HOW WILL SEASE’S CORE VALUES ENDURE GROWTH?
While SEASE is expanding its network and developing into new phases, our ambition to craft a wardrobe for the passions of the modern man remains central. In the same spirit, we aim to tell new chapters and stories of adventure, developing kits and products designed for a variety of outdoor activities, while engaging our community in initiatives that satisfy their desire for new experiences connected to modern lifestyle and sport—experiences to feed your soul.

IS YOUR LOVE FOR THE OUTDOORS TIED TO TEXTILE INNOVATION?
When we started creating SEASE, everything began with our passions and how to evolve our heritage of sartorial elegance into garments for activities such as sailing and skiing. This requires practical and precise solutions, and this is where natural fibers reveal their full potential. Naturally breathable and thermoregulating, they are enhanced through advanced design and technologies that elevate their natural performance.

CONTACT
sease.it/en
@seaseofficial