Franco Loro Piana

Introducing SEASE - the epitome of premium outerwear that is a testament to a lifestyle fueled by passion and adventure. Experience the world of SEASE at our debut concept store nestled in the bustling heart of Milan. Alternatively, immerse yourself in our unique brand ethos at our flagship resort stores in St. Moritz, Verbier, Courchevel, and Sao Paolo. SEASE seamlessly intertwines the dynamism of urban style with the functionality of activewear, all the while maintaining an unparalleled commitment to quality. The name SEASE, a fusion of SEA and EASE, embodies the founders' unyielding passion for nature and the inherent desire to break free from the grind of daily life. Born from the vision of Franco and Giacomo Loro Piana, SEASE encapsulates the brothers' extensive experience in regatta racing, a profound connection with nature, and their family's renowned dedication to natural fibers and supreme elegance. The creation of the SEASE brand marks a bold and revolutionary step in the activewear sphere, driven by a team that truly resonates with the brothers' core values. Designed for the modern man who feels at home both in the vibrant cityscape and the serene wilderness, SEASE encourages you to seize every moment, embrace your passions and revel in the freedom of exploration. Situated on Milan's Via Manzoni 20, the SEASE Milano concept store exemplifies our design ethos through a harmonious blend of natural and high-tech materials. Here, the warmth of teak and leather coexists with the sleekness of carbon-fibre, nylon sailcloth and a palette of rich, opaque colours to curate a space that is contemporary yet inviting. Beyond its retail function, the first floor serves as a platform to showcase the diverse aspects of the SEASE universe through curated events, exhibitions, discussions, and interactions.