with Randi Seiff
President and Chief Creative Officer, Treun House Atelier
Purpose-driven businesses that make our planet better are truly inspirational. Treun is one of those inspiring start-ups that I was intrigued to learn and share more about. I was delighted to do a podcast interview with the Treun co-founder, Randi Seiff, who is based in New York City. She brings her 30+ years of expertise in fashion & lifestyle to this social enterprise that combines fashion with philanthropy. Treun is truly focused on its triple bottom line, which is people, planet and purpose, with profit being what fuels its mission (but is not the sole focus as is the case in most fashion enterprises and businesses in general).
Episode 62: Philanthropy Through Fashion: Purpose, Planet and People
Tell us about yourself, Randi, and what inspired you to focus on the purpose-based work you are doing with Treun?
Randi describes how she became frustrated with how much waste there was in the fashion industry. Further, she felt the industry boxes people into primarily design, marketing, or production – but she prefers traversing all three. She had the opportunity to co-found an innovative start-up called Treun, along with Doug McLaine, where they focus on philanthropy, sustainability, and technology in the fashion space.
Randi emphasizes the overall goal to make the world a better place by being loving and kind, and donating a portion of Treun’s proceeds to various charities.
I was surprised to hear about the amount of waste in the fashion industry, can you share more about this for our guests?
There are 150 billion ready-to-wear garments sold annually, with 30% going unsold. These garments can and do end up in landfills. Something like 92 tonnes of clothing worldwide goes into landfills! Treun wants to prevent waste altogether and serve as a lighthouse for other fashion companies to follow for a more sustainable future.
Randi explains how “we align with different strategic and manufacturing partners who align with our values. Treun has zero inventory and zero waste because we are made to order, which substantially decreases the number of returns.” She notes that 30% of garments get returned, and 70% of these returns are due to the garment not fitting properly. By being made to order, Treun garments result in less packaging and less shipping. “It’s like a domino effect,” explains Randi, in terms of decreased waste and environmental impacts.
“We treat the planet as a stakeholder. Circularity is a key driver in the design process, meaning that each garment begins with farm to fibre to fashion and then back to the land. We only use natural fibres that can be returned to the earth,” Randi explains. Interestingly, there is a QR code in every garment, explaining that garment’s story (e.g., where the fibre was sourced and made). Further, Treun’s packaging uses a new technology made out of seaweed, that just disintegrates back into the earth.
“We disrupt and do things differently than other fashion companies.” They use sustainability as a lens through which they look at everything. For Randi, it’s a vehicle for product innovation and value creation. “Just because something has been done that way for a zillion years, doesn’t mean it’s the right way going forward,” she aptly states.
“We treat the planet as a stakeholder. Circularity is a key driver in the design process, meaning that each garment begins with farm to fibre to fashion and then back to the land.” Randi Seiff
Treun sponsors large-scale events and artist collaborations. What’s that like?
We align with different foundations and charities on a quarterly basis. We sponsor events and artist collaborations, turning purpose into impact. We donate and bring awareness to charities through live events. For example, at the London sustainable fashion week, they supported a charity around women refugees. At the Formula 1 weekend in Austin, Texas, Treun aligned with a charity around mental health. At these events, they had innovative fashioned shows, and created and auctioned off art.
How does Treun support charitable causes? What are the latest charitable causes you are working with?
Randi explains how Treun’s four impact areas are: soil and land health, oceans, wildlife, and humanitarian. “We bring awareness and donations to important causes around the world.”
Randi emphasizes the overall goal to make the world a better place by being loving and kind and donating a portion Treun’s proceeds to various charities.
What has been the biggest challenge you’ve faced in your work with Treun and how have you overcome it?
We started during Covid, which made it more difficult to source and create products during a worldwide pandemic. Supply chain and getting answers were difficult. Hemp is one of the most sustainable fibres out there, yet there was a worldwide shortage. Treun finally has a great source for that.
How can readers order Treun garments?
We launch this fall (stay tuned for a specific launch day), and everything will be on Treunhouse.com (you can sign up to be kept up-to-date). The ordering process is unique: you can take 2 pictures on your phone and answer a few questions, then an algorithm figures out your measurements. You then pick your style and can customize design details. You will see a 3-D simulation of your selection. Then it goes to a machine to cut the fabric and it gets made and delivered quickly.
Treun will sell everyday luxury essentials: t-shirts, sweatshirts, joggers, sneakers, etc. The garments have a unique look and feel: you will recognize a Treun garment. The garments last a long time and are machine washable. Ask yourself, do you really need as full of a closet if you can have fewer items of higher quality and less waste?
Ask yourself, do you really need as full of a closet if you can have fewer items of higher quality and less waste?
What do you read and or listen to for your own growth and development?
“Tough Titties: On Living Your Best Life When You’re the F-ing Worst” by Laura Belgray – written by a friend of Randi’s, this book gives you permission to be yourself and screw up. You will laugh out loud.
Seth’s Blog by Seth Godin – “I love quotes by Seth Godin.” – fantastic nuggets of quick inspirational facts about aspects of business.
If you could have one wish for a better world, what would it be?
For people to be happy with themselves. When they are happy inside, they are more kind, considerate and respectful of others.
About Randi Seiff:
Randi Seiff is a Creative and Strategist in one, with 30+ years of expertise in fashion & lifestyle, specializing in design, branding, & product development, building purpose-driven brands from concept to completion. Randi brings a unique perspective where marketing, brand, and design work together to streamline a cohesive brand experience. Design-driven and strategy-led, with a mission to find solutions towards circularity, she uses design-thinking as a methodology for creative problem-solving to design entire brand experiences, connecting sustainability and purpose at every touchpoint – from design to supply chain to sales. A holistic approach where every detail matters and is a deliberate piece of the overall experience ensures the customer, brand, product, marketing, and experience authentically connect. Tapping into a shared sense of community and purpose, Randi leverages collaborations for product innovation and strategic partnerships, and with empathy, entrepreneurial spirit, and imagination, communicates the story to bring the brand’s personality to life….a triple win-win-win….for people, planet and profit.
Learn more about Randi Seiff on her website: randiseiffdesign.com
Learn more about Treun on their website: treunhouse.com