A great adventure always starts with six garments in a bag,» declares Franco Loro Piana (36). It isn’t just a statement out of the SEASE marketing concept; it is no less than the raison d’être of the entire brand.
We meet Franco at the new SEASE store at the Via Fiori Chiari in the centre of Milan. From the outside, the store is inconspicuous, blending into the historic building seamlessly. Inside the store, you’re met with a relaxed atmosphere; Franco is making ample time for his meeting with the team of Skiservice Magazine. After all, Skiservice is the first retailer worldwide to be selling SEASE.
Each of the three lines is comprised of six to eight pieces only. «A man doesn’t need an extensive wardrobe in his spare time. But, for each of his favourite recreational activities, he needs his favourite piece of clothing», Loro Piana sums up. «It is my endeavour that our clients will find their new favourite items in our collections. They will keep these items forever, evoking all the unique moments they experienced wearing them.»
His eyes sparkle as he speaks about his collection and the fabrics. His famous surname was both a blessing and a curse when he started with SEASE. «I do not deny that my name didn’t open the doors at the best suppliers and partners in the world. But, at the same time, expectations towards our start-up company were sky-high. Every single day, we give everything to live up to these expectations.»
Skiservice is precisely the kind of retailer he wanted for the launch of SEASE. «Conradin and his team are pros in everything they do. They have high expectations of all their suppliers, and they will let me know exactly what they think. Conversely, their shops and the service they provide meet our high expectations, and SEASE perfectly fits into their brand strategy.» Aside from distributing the brand, he is also counting on Skiservice to provide invaluable feedback on the real-life performance of the new collection.