Introducing SEASE, a new premium outerwear brand for a passion driven lifestyle. Discover SEASE at the first concept store located in the heart of Milan. Or check out our resort flagship store in St. Moritz and Porto Cervo, Turin and Sao Paolo. SEASE is meant to blur the lines between urban and activewear with an unmatched level of quality. The name is a melding of SEA and EASE, derived from the passion for nature and desire to escape the daily pressures of the two founders: brothers Franco and Giacomo Loro Piana have combined their long experience in regatta racing and a deep bond with nature with their family’s famed passion for natural fibers and uncompromising elegance to revolutionise the activewear arena, launching the SEASE brand with a team who share the brothers’ values. The menswear brand was conceived for those who feel equally relaxed when leading from the front in the heart of the city or within the isolation of the wide open nature at its wildest. The name is also a reminder to grasp every opportunity possible to enjoy those passions. Based on Milan’s via Fiori Chiari, the SEASE concept store Milano Brera is a blend of the finest natural and high-tech materials created to echo our design principles. Teak and leather combine with carbon-fibre, nylon sailcloth and saturated, opaque colours to create a welcoming, contemporary atmosphere. More than a retail store, we will use our first floor to represent the entire SEASE world through events, exhibitions, meetings and conversations. Follow SEASE on instagram.com/seaseofficial