SEAY is production of sustainable beachwear from certified fabrics, short and local sourcing chains, conscious distribution policies and a marketing plan built around an intentional positive environmental impact.
The fashion industry is moving fast to meet growing demand for low environmental impact garments resulting as much sustainable as possible. Organic cotton, recycled fabrics, natural dyes and low-carbon footprint supply chains are becoming day after day more requested in a sector dominated by fast-fashion chains that struggle to guarantee to their shareholders a certain marginality, blocking them to adopt green business models, leaving room for small brands to raise their popularity. So far, in the beachwear industry, very few brands have focused their business on a low environmental impact model and it is with this idea in mind that in March 2019 SOSEATY Collective and its SEAY brand was born.
Certified fabrics, short and local sourcing chains, conscious distribution policies and a marketing plan built around a green manifesto.
Not products with an ethnic look or typical of the fair trade sector, but goods able to express the latest fashion trends with the added value of materials and a business model capable of guaranteeing a circular economy.
Sustainability in Fashion industry
The colors and details of SEAY garments are aligned to the latest swimwear trends, but their certified yarns and the business model built around the paradigms of the circular economy describe the future of fashion.
Giorgio Armani’s recent statements on the non sustainability – economic, ecological and ethical – of fashion as it has evolved in the last decade, is aligned with the vision of SEAY: fashion, which has always been a cultural expression, must stop responding to logics of fast fashion and return to a more human and sustainable dimension (both ecologically and socially). Armani underlined the necessary longevity of the garments and SEAY, together with LITA, wants to underline the fundamental role of customers in their purchasing choices. Garments must have a longer life and come from more sustainable production, better if they can be recycled or reused.
For this reason the founders of SEAY, Alberto Bressan and Simone Scodellaro, go beyond sustainable production: they have made the entire supply chain, including packaging, deliveries (thanks to UPS carbon neutral) and exhibitors, circular and sustainable in stores. All this with the belief that “the green economy will be able to establish itself as an economic system that is truly an alternative to the traditional system only when the price of new products will be the same as that of non-green products”, says Alberto Bressan, CEO of SEAY.
In addition, the SEAY team is working on the “RE3” project: RE-Sell, RE-Use, RE-Generate: a system that, through discounts and incentives to the customer, favors the collection of used items, allowing their reuse, vintage sales and the regeneration of fabrics for the production of future collections.
Production in Italy, creative direction in Hawaii
The creative direction is based in the Hawaiian islands and is entrusted to Eduardo Bolioli, an artist who has collaborated with brands such as Quicksilver, Billabong, Gotcha and Guess. The production is outsourced to an Italian textile company and the materials used are: GOTS certified organic cotton, SEAQUAL polyester produced from plastic collected from the seabed and ECONYL regenerated nylon. The packaging is made entirely of compostable material (bags) and recycled and recyclable cardboard (shipping box).
The Sustainable Development Goals and SEAY’s fight against plastic
One million plastic bottles are purchased worldwide every minute, around 20,000 bottles per second. About 79% of the bottles, after use, accumulate in landfills or are abandoned in the environment, and most of them end up in the seas and oceans. The SEAY team contributes to solving the problem of the pollution of the seas by using eco-compatible and regenerated materials from the plastic recovered from the sea for the production of the beachwear line. On average, the equivalent of 27 plastic bottles are used for the production of a men’s costume from the SEAY line. Imagining to produce 100,000 costumes, the SEAY team estimates that they will use the equivalent of at least 2,700,000 plastic bottles.
SEAY aims to achieve 2 of the 17 Sustainable Development Goals (SDG) defined by the UN: the promotion of responsible consumption and production (SDG 12) and the protection of the marine ecosystem (SDG 14). The team intends to achieve its goals in two main ways. First of all, through production: one year after fundraising, a quantity of plastic debris equivalent to approximately 180,000 bottles is expected. Secondly, the community engagement and awareness-raising action of young people on the protection of the marine environment, through days of beach cleaning (also with Legambiente), allows seaside resorts and their inhabitants to feel part of the place where they live, taking care of it (during each event between 15 and 50 kg of waste are collected from the beaches for each participant). The team plans to collect around 3,000 kg of debris per season for a total of 16,000 kg.
The objectives of the crowdfunding campaign
To make the project grow faster, SEAY has decided to start a crowdfunding campaign on the LITA.co. portal. Through the equity crowdfunding campaign it will be possible to invest in the project starting from € 500. The campaign (which has a minimum funding target of € 80,000) has already raised more than € 70,000 in pre-fundraising. This is the link to access the campaign https://it.lita.co/en/projects/27-seay.