When Franco and Giacomo Loro Piana set out to make their own mark outside of the high-end quiet luxury brand that bears their name, they kept coming back to the sports that animated them in their youth. Sail, ski and tennis defined their young lives and kept them coming back to the part of Italy that entered their DNA: Portofino. The postcard-sized gem on the Ligurian Coast became the backdrop as they developed Sease, a sports inspired lifestyle brand paying homage to the team uniforms they’d designed for friends and family during competitive weekends that became known as the Sease Cup.
On the eve of launching Sease’s first tennis line, Franco sat down with Racquet during the annual Sease Cup, a three day team tennis competition, with long matches, longer dinners culminating in a giant party on the beach. This year’s Sease Cup got a major profile upgrade in the form of Spanish tennis legend Feliciano Lopez—who joined the festivities, showed off the new collection and even grabbed some of the city’s famous focaccia.
For the Loro Piana brothers, creating a larger world around the story of sport was the only way to bring Sease to life in an authentic way.