About Seay

When you’re a newborn brand, it can be difficult to find a voice and gain trust of customers. Is there a way to make the process easier? We’ve discussed about it with Alberto Bressan, founder at Seay, a brand specialized in sustainable clothing and beachwear, which launched the Re3 Model: Re-Use; Re-Sell; Re-Generate.

Seay, a newly B Corp who produces apparel and beachwear by using “waste” and recycled items, has learned a great lesson from Patagonia: “Customers before consumers.”

As the name itself says, a consumer consumes, wastes, and for a fashion company, it is no longer acceptable to look for consumers.

The new goal is to attract customers, people who trust the brand and appreciate the its commitment to make the world a better place, to do sustainability, not just tell it in words.

How do you earn trust when you are not an established brand but an innovative start-up with an ambitious mission?

Through a patented model: Seay has launched Re3, a system through which customers can bring back the garments they no longer wear.

In return, they receive three things:

– money: equal to the economic value of the product they returned;

– space in the closet and the awareness that quality is better than quantity;

– transparency: they keep monitoring the path of the garment they donated.

Seay wants to extend the concept of the circular economy and believes in the impact that a shared goal can have.

Fashion brands and B Corps listening, if you want to know more, we’re talking about it today with Alberto Bressan, Founder at Seay.

The Genesis and Mission of SEAY

Alberto Bressan, with a background in the fashion industry, founded SEAY to address the environmental impact of fashion. SEAY, a social benefit and innovative startup, designs, produces, and distributes apparel and beachwear with a focus on minimizing environmental impact. They use certified materials, operate a carbon-neutral distribution system, and have a patented model for recycling used clothes.

Implementing Circular Economy in Fashion

SEAY’s mission is to become one of the most sustainable fashion businesses. They focus on reducing the environmental footprint of their collections and work responsibly to minimize impact. The company’s approach includes using organic or recycled materials and a unique system to take back used clothes from customers, giving them a new life.

The Journey to Becoming a B Corp

SEAY chose to become a B Corp from its inception, embedding this vision into its organizational architecture. This decision was made to ensure that every aspect of the company aligns with sustainable and responsible business practices. It took them about two years to meet the necessary criteria and receive B Corp certification.

Challenges and Customer Engagement

As a new brand, SEAY’s biggest challenge is gaining market recognition and trust. They focus on engaging customers with their vision and mission. Their customer base includes environmentally conscious individuals, sports enthusiasts, and those who appreciate high-quality, sustainable products.

Transparency and Customer Involvement

Transparency is a key aspect of SEAY’s business model. They provide customers with real-time updates on how their returned clothes are being reused. This approach not only builds trust but also encourages responsible consumption.

The Importance of Avoiding Shortcuts

Alberto emphasizes the importance of avoiding shortcuts in sustainable business practices. Sustainable change requires time and commitment, and rushing processes can lead to subpar results. He advocates for a step-by-step approach to implementing responsible business practices.

Vision for the Fashion Industry

Alberto hopes for a future where companies are judged by their actions and ethics rather than just by claiming sustainability. He envisions a fashion industry that genuinely commits to reducing its impact and engages all stakeholders in this mission.

What is B Corp B Fashion?

B Corp B Fashion aims to put together in one place all fashion b-corps and fashion brands want to become it. We want to promote regenerative and sustainable fashion, sharing the best practices from consolidated realities, newcomers, and curious people from the fashion world who want to know the B Corp world and its business way.