SPEEDY SEASE: Sease is deepening its ties with the world of sports.
After the tennis-centric capsule collection unveiled during Milan Men’s Fashion Week in June, the performance and lifestyle brand founded by Franco and Giacomo Loro Piana looked at motorsport competitions for its latest venture.
Sease will be the main sponsor of Automobili Amos at the historic East African Safari Rally race scheduled to take place in Kenya on Dec. 5 to 13. For the occasion, the brand will support the team with a custom-designed livery and a dedicated kit.
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Founded by Eugenio Amos and Carlo Borromeo in 2017, Automobili Amos aims to create unique projects in the international automotive landscape via limited production and high-performance craftsmanship — values that resonate with Sease’s approach to fashion.
For the Kenyan competition, Sease will provide desert-toned attires, matching the panels that revisited Automobili Amos’ signature dark green and orange livery. The additional hue pays tribute to the Solaro fabric, one of Sease’s signature materials, rooted in British military tailoring tradition and originally conceived to reflect the sun’s rays.
A new logo fusing the name of the two companies rounds out the car design, unveiled to the public on Wednesday at the Tutto Bene automotive event on Mount Mottarone, in Italy’s Piedmont region.
The Sease and Automobili Amos social channels will allow the East African Safari Rally to be followed. The competition permits only two-wheel drive cars built before 1985, racing for more than 3,000 kilometers across fine red dust, jumps, river crossings and under unpredictable weather conditions.
“It is the spirit of this competition — a mix of passion, adventure and exploration — that makes this rally so fascinating and so aligned with the values and philosophy of Sease,” said Franco Loro Piana, who launched the label with his brother Giacomo in 2018 after working at his family’s luxury textile company until it was sold to LVMH Moët Hennessy Louis Vuitton for 2 billion euros in 2013.
“The drivers are true pioneers, collectors of unique cars driven by the desire to share authentic experiences in the wild,” he added.
“The Safari Rally has always been an extreme challenge, pushing driver, teams and cars to their limits,” echoed Amos, who will drive also the car. “Together with Sease we have translated this spirit into a project shaped by emotion, authentic imperfections and great passion — something I am proud to bring with me into the African dust.”
Amos already claimed victory in 2023 behind the wheel of a Porsche — cars that have a history for being dominant in the competition — but this time he will take on the rally with a Ferrari 308 entirely prepared by Automobili Amos over the course of the past year.
During this time, the Loro Pianas had their hands full, as well. As reported, Sease has recently accelerated its retail rollout. In June, the Milan-based brand opened its first store in Paris, which added to existing units in Milan, Geneva and Dubai; high-end ski destinations like Saint Moritz, Gstaad, Courchevel, Verbier and Kitzbühel, and resort ones such as Forte Dei Marmi and Sardinia.
The company plans to open a unit in Monte Carlo in November and a store in Abu Dhabi in February 2026. By the end of the year Sease will have 11 retail locations — the one in Verbier will close in October — and founders aim to reach between 20 and 30 doors in five years. The brand is additionally available in 100 doors globally, including the likes of Bergdorf Goodman, Harrods, Isetan and Antonia, to name a few.
Sease was conceived to blur the lines between traditional menswear and high-performance activewear and between city life and outdoor experiences, encompassing skiing, sailing, surfing and tennis, among others. Bestsellers range from its outerwear and elevated leisurewear — like pin-striped hoodies and cashmere tracksuits — to casual tailoring with a high-tech and performance element. These attract a core target of men ages 30 to 60, but the brand has opened up to a female audience as well with the introduction of its ski capsule in 2022.