SEASE opens its new store in Milan

SEASE, the luxury brand founded by Franco and Giacomo Loro Piana, is set to redefine the boutique shopping experience by opening its new space in Milan, located at Via Manzoni 20. This new flagship, located in the heart of the Quadrilatero, represents the brand's fifth boutique worldwide, with plans for three more openings by the end of 2023. The shop aims to be more than just a fashion destination; it is a meeting place for the brand's community to share their passions and embark on inspiring journeys. The boutique hosts conversations and exhibitions exploring the world of extreme sports, with leading figures such as Thierry Donard and Dario Noseda recounting their extraordinary experiences. Inside the Milan boutique, visitors are greeted by a harmonious fusion of teak wood and Solaro fabrics combined with modern elements such as carbon, rope coils, and understated color palettes, creating a cozy and contemporary atmosphere.

Franco Loro Piana sums up SEASE's philosophy: «It is our life, conceived from our vision and passion. We create timeless products that become faithful companions during every adventure, conveying emotions and a sense of belonging. The flagship boutique in Milan is a place to unite our community, experiences, and passions, a perfect environment to immerse yourself in the world of our brand». And the brand itself was created to seamlessly fuse urban and sportswear, offering a wardrobe of essentials that are not only modular and can be easily matched, but also allow the two worlds of city and sport to exist together. Already the name of the two founders, who come from the Loro Piana family, says it all about the unparalleled quality of the brand, with a sustainable approach that extends to raw materials, supply chain, and use of natural resources.