Today we’d like to introduce you to Randi Seiff.
Hi RANDI, we’d love for you to start by introducing yourself.
I started my career in the fashion industry by accident, actually…. With a Bachelor of Fine Arts degree in editorial / graphic design, I was trained to work at an advertising agency, or the like. However spending 7+ years at a fashion company, that experience gave me the foundation for my entire career, and set me up for where I am today. It was a great place to learn the entire business – not just one part of it. Because of how it was structured, I had access to all different parts of the business- design & product development, marketing, production, sourcing, working in the showroom with sales, traveling all over the world….it was an amazing education – I worked in all different product categories…. sportswear, outerwear, activewear, swimwear, and more. It was also like a family, as corny as that sounds, with many friendships formed. I can honestly say leaving there was one of the hardest things I’ve ever done in my life – I remember it like it was yesterday, and that crocodile will always be tattooed on the inside of me… oops – did I give it away?
Fast forward many years later, and having worked for various brands along the way, I became bored and very underwhelmed with the fashion industry in general. It seemed like all we did was put out more and more product season after season, year after year. Producing so much waste. And there was no purpose to it.
At the same time, I was also frustrated because of how the industry was structured. Companies like to “put you in a box”…. they like you to be either all design, or all marketing, or all branding, etc….. I was very frustrated by this, as I see the ‘whole’ picture…. every part of the process. So I decided to go out on my own, and this allowed me to be involved in the entire big picture, working with companies from concept to final execution and everything in between…. From design and product development, sourcing, to brand and marketing, brand communications and experience, to packaging – like how the product arrives at the customer’s doorstep – so they’re experiencing the brand even before they open the box; Identifying new business opportunities and being a catalyst for collaborations.
This also brought me outside of fashion, into new sandboxes to play in, like hospitality, fitness, (a personal passion of mine), and more…. And I learned that the creative process is exactly the same- whether you’re designing a line of sportswear for an apparel brand, or a line of cocktail accessories for a high-end hotel in Las Vegas. I was loving the new creative energy, but I still didn’t see any purpose to it.
Until one day, I worked with a new lifestyle brand where the business model was such that every product sold donated to charity. In researching many different charities for this, it was like a giant switch flipped on for me… Because of that, I found the reason these products needed to exist… There was a purpose behind them. And ever since that day, it has been a passion for me to always align with a deeper purpose. This deeper purpose fuels me every day and gives me reason to do what I do. I also began volunteering with different organizations, from helping the homeless to mentoring startups interested in the fashion industry.
Fast forward to a year and a half ago… when I came to meet Treun’s founder. I never had any interest in having my own apparel brand or my own label, and this was like any other client. Until it wasn’t. Of course the company’s mission of “Philanthropy Through Fashion” was something I deeply aligned with. But in putting this company together, and peppering in ‘Sustainability’ and ‘Technology’, together with philanthropy and luxury fashion, I fell in love with Treun. I became a co-founder, and have poured myself into giving birth to what we believe is the most purposeful and beautiful brand, on a mission to make the world a better place. It ticks all my boxes, personally – Creativity. Social Good. Positivity. And producing the most sustainable products for the benefit of the environment and humanity.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
As I mentioned before, there were a lot of years I struggled with feeling that lack of purpose in what I was working on within the fashion industry. It wasn’t until that magic switch flipped on – – by aligning a deeper purpose with my work – that everything fell into place for me, personally. And with Treun, it is an ongoing process for sure, as is giving birth to any baby and transforming them to grow into a force for good in the world.
There are struggles, sure… supply chain issues, covid issues causing vendor partners to temporarily shut down, the economy in general… However the name Treun itself, a Scottish Gaelic word, says it all, by its definition… meaning mighty, heroic, brave, strong… and to us, also heritage and luxury. This is our mindset to making the world a better place – whether you’re down and out and needed to be lifted up, or you’re at the top of your game and striving for more. (Scotland is inherent in our brand’s DNA, as my co-founder’s family is Scottish.)
My feeling is any struggles along the way will make the rewards that much sweeter, through perseverance and determination.
Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
Treun is an innovative, made-to-measure luxury fashion company on a mission to make the world a better place. Luxury everyday essentials in relaxed silhouettes for today’s lifestyle; Casual apparel & accessories, luxury hats, and footwear, launching in the first half of 2023.
Bespoke, made-to-measure, and on-demand, for men and women.
Sitting at the intersection of Fashion, Sustainability, Philanthropy, and Technology, we bring together everything consumers look for today, plus add personalization.
PHILANTHROPY THROUGH FASHION is our mission. We align with various charities and foundations on a quarterly basis, as well as sponsor large-scale events (such as the Austin F1 event last month) and artist collaborations, through the sale of our luxury collections.
SUSTAINABILITY (although I hesitate to use that word since it’s been so overused) is a strategy for us – it’s a driver of innovation and value creation. It’s our North Star, guiding us… and it’s how we approach everything we do – from our product development to our overall company operations.
TECHNOLOGY steers our ship. Bespoke and made to measure… right from your phone.
Our ‘on-demand’ business model means we make everything to order – so nothing gets made until YOU, our customer, place an order. Zero inventory = zero waste.
We make everything according to your own body measurements- right from your phone, tablet, or your device of choice. I like to say ”a customized fit in size YOU”. Plus, design options within each style for you to select from and personalize. You’ll immediately then see a 3D simulation on your screen of your selection, which is made and shipped to you within 2 weeks.
We also take great pride in creating our own proprietary fabrics – using all natural fibers and raw materials to make our luxury clothing – elevated staples that can take you from the boardroom to wherever you hang, in super luxurious fabrics that may be recycled or biodegrade at each product’s end of use. This is another part of what makes us so unique – we take a hands-on approach, creating our own luxury yarns that you won’t see elsewhere on the market today.
As Co-founder and President of Treun, I am most proud of what we have accomplished over the past year -by being what I refer to as the 3 big C’s: Creative, Collaborative, & Change-making. We refer to our world as the Treuniverse, a place where magic happens- and we have truly felt the Treuniverse at work over the past year with the momentum we have gained.
Partnering with the United Nations in their Dept. of Social & Economic Affairs; Becoming a member of Land To Market, a regenerative agriculture organization; Part of Ellen MacArthur’s community, supporting a Circular Economy; We are a Texas Public Benefit Corporation, and we’re in the process of obtaining our B-Corp certification.
We are the future of manufacturing, the new way to do business, if we are going to all prosper together on a happy planet. Creating the cleanest textiles, with circularity in mind; And with our on-demand production; As we seek to play our part with other industry-changing ventures.
There are also so many exciting collaborations we have in the works too, but I’ll have to leave that for the next time!
Have you learned any interesting or important lessons due to the Covid-19 Crisis?
We started Treun in the middle of the pandemic. I see the biggest positive to come out of this was one of community. The pandemic has made it so easy to connect with anyone from anywhere around the globe, and it is now an everyday occurrence. There are so many wonderful collaborations happening now, because of this.
One in particular, is with our friends in Finland.
Here’s a fun fact… so back in the old medieval times in Scotland, hunters & gatherers, Celts & Picts used to rub this blue dye on their faces and bodies before going into battle… Braveheart comes to mind for me.
And Deep Blue being our core brand color for Treun, I became obsessed with this fact wanting to tie it into our brand – I scoured the planet to find the Blue Woad plant this dye came from.
Fast forward MANY MANY months later, and I came across a farm in Finland doing just that – and growing it at scale – and we’re now collaborating to develop this dye together for our collection.
Contact Info:
- Website:https://www.treunhouse.com/
- Instagram: https://www.instagram.com/treunatelier/
- Facebook: https://www.facebook.com/profile.php?id=100076190734503
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