Menswear label Sease sees double-digit growth in 2025, two new stores, womenswear coming soon

All the gear you need to enjoy your passions. This is how Franco Loro Piana described the original concept behind Sease, the menswear label he founded in 2017 with his brother Giacomo, driven by a yearning to escape the city, reconnect with nature and enjoy life outdoors. In just a few years, Sease has managed to carve a space for itself as a leading player in the luxury performance segment for both sea and mountain wear, striking a balance between traditional tailoring and design functionality. FashionNetwork.com has met Loro Piana to discuss the next steps of Sease’s expansion strategy, including new activations, retail openings and range extensions.

FashionNetwork.com: Sease was born with sailing in mind, but has made a name for itself with mountain and tennis wear too. What’s your relationship with these worlds? 

Franco Loro Piana: We aren’t a sportswear brand, but these worlds embody a set of attitudes and values that inspire our community. Nowadays, the only way to capture people’s attention and create an authentic project is to tap into their emotions. 

Which other communities will you focus on next? 
For the future, we’re also looking at water sports and golfing. We currently cover the full range of options in sailing, from performance wear to looks you wear off the boat at the yacht club. We also sell skiing and hiking gear, and we’ve developed a rally racing collection with Automobili Amos.

How do you engage with your community?
We organise an annual tennis tournament for the label’s friends. We started at Portofino, and we’re now at Forte dei Marmi too. I’m also considering a skiing trophy and a water sports competition. We debuted as sponsors of the Cyclades Cup in Antiparos, Greece, held on June 10-13. An elite regatta with 25 boats, a major lifestyle initiative involving high-profile yacht owners.

You’re adding new brand ambassadors. How do you pick them? 
They’re often Sease customers, and they form a natural bond with the brand. For example Reilly Opelka, who wore Sease at Roland Garros. He’s a one-of-a-kind tennis pro, he loves art, design and fashion. Among the latest names, Clément Roseyro, surfer and big wave star, featuring in the Spring/Summer 2026 ad campaign.

For Milan Fashion Week in June 2025 you set up a tennis court at the Portrait club. Are you thinking about other activations? 
We’re extremely retail-oriented, prioritising local marketing initiatives for our customers where our stores are. I’d rather invest in a high-impact project I believe in than in a runway show.

Where are you planning to open next? 
We’ll open a store in Abu Dhabi in September. Then in Zurich, in 2027. We currently have monobrand stores in Milan, St. Moritz, Gstaad, Geneva, Paris, Monte Carlo, Portofino, Forte dei Marmi, Dubai, Seoul, Courchevel and Florence, at the Mall.

What share of revenue does the wholesale channel generate? 
Approximately 25% of revenue, with some 70 doors. It’s a tough channel. After several years’ hard work, we’ve opened a corner at Harrods. We’re looking for spaces that will help showcase the label’s world, its quality and value. We’re doing very well in sporting stores in mountain resorts. We have two major clients in Aspen, producing rather good results. 

Are you thinking about extending the assortment? 
Our core category is outerwear, but we cover almost all segments. We’re still underdeveloped in accessories. We’re keen to expand in small leather goods, introducing handbags and duffel bags. For a lifestyle label like Sease, this is a crucial step. Accessories help boost our communication.

How did you close fiscal 2025? 
We grew 25%, but there’s still plenty of unfulfilled potential. We achieved our targets, despite the slowdown in September/October and the luxury sector’s crisis. We started 2026 with a bang, but war has hampered us. We’re at risk in the Middle East, where sales in our Dubai store dropped 50% one day to the next. It’s been hard, but the situation is now normalising. We’ve revised our 100% growth forecast, and we’re cruising just above last year’s results.

Which segments are driving your business? 
The winter season is our bestseller, but summer’s share is growing, it now accounts for approximately 30% of revenue. E-tail is flying, driven by our US customers, whose purchases account for 40% of the online business. American tourists are also bolstering our monobrand stores’ sales. In the next six to 12 months, we’ll hold trunk shows in the US, with pop-up stores and activations to test the market. I’m positive about our retail launch in Korea, which will become our gateway to Asia.

Does Sease have room for womenswear? 
We have a [women’s] skiing capsule collection, it’s doing well and is now in its third season. We’re planning to add a summer drop. We’re aiming to bring Sease’s values, its good taste, materials and functionality to womenswear. We’re planning to launch in March 2027, debuting during Milan Fashion Week.