SEA'SONS
SEA'SONS is a Dutch direct-to-consumer brand founded in Apeldoorn in 2018 by Tom van Dieren. It makes swim shorts and hoodies that change colour in response to temperature.
| Founded | 2018 |
|---|---|
| Founder | Tom van Dieren |
| Base | Apeldoorn, Netherlands |
| Signature product | Colour-changing swim shorts |
| Sales model | Online direct to consumer |
| Website | seasonsofficial.com |
What is SEA'SONS?
SEA'SONS is a Dutch, online-only clothing brand founded in 2018 by entrepreneur Tom van Dieren in Apeldoorn. It started as a sole proprietorship and built its business around garments that react to temperature.
Products and positioning
The original product was a line of swim shorts that change colour when they come into contact with warm or cold water. The effect uses a thermochromic material of the kind industry applies to pipe stickers to indicate temperature.
In 2021 the brand extended the idea to a cotton hoodie with a temperature-reactive coating that shifts from dark grey when cool to white when warm, also offered in blue. The coating was safety tested and works best between minus 5 and 20 degrees Celsius. Shorts and rain jackets were named as possible future lines.
Distribution
SEA'SONS sells directly online and ships to around 70 countries, with the Netherlands, the United States, Germany and a group of Middle Eastern countries among its main markets. Children's hoodies also appear on Dutch marketplace bol.com.
Why it matters
SEA'SONS shows how a small digital-native label can build a niche around a single material innovation, turning a functional technology into a novelty product with international reach from a base outside the major fashion capitals.
Frequently asked questions
Who founded SEA'SONS?
SEA'SONS was founded in 2018 by Dutch entrepreneur Tom van Dieren in Apeldoorn.
How do SEA'SONS swim shorts change colour?
They use a thermochromic material that changes colour when it meets warm or cold water.