Italian contemporary menswear and sportswear brand Sease recently opened its first US pop-up store in partnership with online platform Moda Operandi. The store, located at 160 West Broadway, was inaugurated on October 24 and remains open until beginning of November. Franco Loro Piana, Sease co-founder together with his brother Giacomo, explains their expansion projects.
To date US clients are the result of a strategy aiming at a consistent mix of specialty stores, department stores as well as e-commerce with select partners including, other than Moda Operandi Men, Gorsuch Aspen and Beaver Creek and, starting from SS20, Neiman Marcus in both NYC and Beverly Hills.
Which are your goals within the US market?
In terms of positioning, we select partners from a mix of wholesale, physical shopping experience as well as e-commerce. We have promoted this pop-up operation within the same strategy, aiming at both positioning Sease, as well as listening to the market which is both dynamic and extremely attentive to our brand’s pillars: the right mix of tradition and innovation, the control of the whole value chain, and sustainability. By the means of our Protocol of Sustainability, we aim at raising the awareness on how to contain the overall impact from each item as well as of the personal and collective behavior. We are confident the US market is ready to embrace our challenge.
To date, we are focused on the four retail locations we opened starting from November 2017 in Milan’s Brera Concept Store, and the resort locations of Saint Moritz, Porto Cervo and Saint Tropez, while the next steps may include the English speaking markets and namely London which still represents a destination and an excellent testing ground for our concept.
How is your brand sold in the rest of the world?
To date, we count approximately 40 clients. Main countries are the UK and Japan, as well as the Alpine resorts of France, Switzerland, Austria–for example Courchevel, Gstaad, Saint Moritz, Lech.
How is e-commerce performing and where is online shipping available?
At the moment our e-commerce serves all Europe, including Italy and it represents a great service component for the physical client who is familiar with the brand and whom we serve with an integrated warehouse and window, the ideal complement to the omnichannel customer experience. Moreover, the e-commerce is a way to serve urban clients such as Parisians who at the moment are exclusively reached by the e-commerce
Are you planning to launch any new product categories or capsule collections in the future? I recall collabs such as Sebago x Sease, L.G.R for Sease for eyewear.
Activating select collabs allows to reach for companies and brands that share the same vision, while we innovate on items, especially accessories that are not directly part of the Sease Kits to date while being the perfect gears to add to the Sease apparel selection. We plan to keep the same pace and approach with attention to quality and shared key values in terms of product manufacturing and brand vision.
Do you offer denim? Can you tell us more about this category?
Our denim is finished and treated with biocompatible solutions such as chitosan, a recycled component from crustacean that has anti-bacterial, anti-static and anti-mite properties. This is part of the solutions and sustainable finishes that we adopt for our items.
Did you recently develop new eco-friendly products?
Sease’s Sustainability Manifesto refering to processes, materials and partners is constantly updated. For winter, we are using high-quality RDS-certified recycled down linings: it’s a solution we are proud of and are getting very positive feedback. Generally our commitment is focused on selecting raw materials grown by using the least quantities of water and pesticides–like linen and hemp–recycled, bio-based and petrol-free materials.