Seay, 100% Made in Italy, is a sustainable swimwear brand whose name came about from the fusion of three fundamental concepts for the brand: S.O.S, SEA, and SOCIETY.
Strengthened by the brand motto “You complain, we sustain”, Seay has developed an effective model of circular economy as well as created a large community of people active in the protection of the seas. Let’s find out more together with the founders Alberto Bressan and Simone Scodellaro, with whom we launched the campaign “It won’t be like this forever” on the occasion of World Oceans Day on Tuesday, June 8.
Seay is a brand born with a sustainable DNA. Why did you decide to approach the world of sustainability and dedicate yourself to the design of sustainable beachwear?
It’s now obvious to anyone that producing garments with a low environmental impact has gone from being a competitive advantage to a conditio sine qua non.
The issue of waste is a fundamental topic and I, as a clothing manufacturer and consumer, have realized the incredible amount of waste in our daily lives and around the sale of a garment: labels, stickers, envelopes, safety needles, and plastic. Lots and lots of plastic. All of this accompanying a garment that has often traveled thousands of miles before reaching our hands. Just as often, the garment is made from poor quality mixed fiber synthetics from countries where collective bargaining agreements are not a priority.
There are two ways forward that we have tried to summarize in Seay’s motto “You Complain, We Sustain”. I like to think that with a little help from a lot of people you can achieve extraordinary results.
You gained lots of experience in the fashion industry before launching SEAY. What is your vision for the future of an industry where new generations are bringing disruptive changes?
We have a great fortune related to the fact that, as digital natives say, sustainability has become a “trend topic.
The model of the mega-factory that produces everything at any price (or cost) I think is gone. I am convinced that there will be room for a common vision where different brands will collaborate together sharing business models, research and development, and, above all, the shopping experience.
There is a lot of resistance in the market, especially in some age groups that are less sensitive to the issue. I was born in the 80s and differentiated waste collection was not a hot topic, indeed it was not a topic at all. The important thing is not to waste this wonderful opportunity to take advantage of the innovative offerings of technology and science. We have resources that weren’t there in the 1980s, and we can use them to turn an obvious threat into a development opportunity by paying attention to transparency. If we don’t act in transparency and honesty, we risk thwarting the golden moment we have before us, and then yes the going could get tough-tough.
Is the market ready for brands with sustainable DNA like SEAY?
We get comments on our social media where customers in my age group complain that our products don’t cost €19.99. We try to explain that “Made in Italy” garments that use Oeko Tex 100 certified fabrics, recycled or organic, have a substantial cost that is inevitably reflected in the final price. We use a logistic system able to compensate for the CO2 emissions generated; our packaging is compostable and organic, TUV Austria certified. Through the development of the RE3 model, all our customers have the opportunity to return their used goods that will be resold second-hand, donated to people in need, or regenerated again to have a new life. To stimulate people to “Waste less, recycle more”, we provide an immediate green bonus equal to 20% of the item itself.
The light comes from the younger generation, from GEN Z first and foremost, where the brand has less value than the product’s identity card. This is the generation that will soon run the company and that fortunately is proving to be extremely sensitive to environmental and social issues.
You have chosen ambassadors who not only wear your products but also share your values. How important is the community to SEAY?
“The choice is a non-choice because it cames by itself. Would we have been credible to partner with influencers who work with anyone for a given fee?
We’d rather have ambassadors with fewer followers but reachable without the intermediary of a press office or manager. We will probably reach fewer “followers”, but we will have reached the right person.
We wanted to work primarily with athletes who spend a lot of time with their feet in the water; those who are in contact with a problem are the first ones who will take action to solve the problem. SEAY alone will not undo the problem of pollution in the textile industry, but it can contribute to the resolution by working with athletes, suppliers, customers, distributors, and agents, who strongly believe in the shared message according to the old principle of “prove what you believe”.
The goal, as Simon Sinek says, is not to do business with everyone who needs your product, but to do business with people who believe in what you believe in.
In a democratic system, we follow those we consider leaders not because we have to, but because we want to with the end result; we don’t follow them for them, but for ourselves. So, that’s my vision of the ambassador, a person with whom we can plan a beach cleanup together before a shoot.
A sea of initiatives with SEAY and The Sustainable Mag
A single mission and a great desire to act is how the collaboration between SEAY and The Sustainable Mag was born on the occasion of World Oceans Day, which will feature important personalities from the world of entertainment, sports, business, and much more.
We believe in the power of sharing our values, and decided to rely on the powerful means of communication that we have, in order to launch the campaign “It won’t be like this forever”.
Find out how to participate in our initiative by following our social media channels and downloading the materials available here.