Ready-to-wear brand Sebastiano was born almost 30 years ago to meet the needs of Antillean-Guianese consumers. It is therefore natural that in the midst of the pandemic, faced with a serious lack of masks, Sebastiano has mobilized his networks to provide the population. Let’s find out about this commitment with its founder Jean-Jacques Karam.
ONAIR : At the height of the battle against COVID-19, we all experienced the lack of masks for healthcare staff and even more for the population. When did you decide to take action?
Jean-Jacques KARAM : We noticed the chaos over masks in metropolitan France … very early. When we were told in France that it was not necessary to wear them, our Asian suppliers warned us about this necessity and offered to provide them. But importing them only came about shortly before the end of shelter-at-home, first internally, for our own employees.
OA : Is that when you decided to offer them to the general public?
JJK : One of our manufacturers already supplied France and offered to supply us. We had a first version shortly before the stores opened and posted pictures on our social networks. We then found out the extent to which needs were not being met. The day before businesses were allowed to reopen, companies did not yet have them for their employees. They contacted us and we had masks manufactured on a larger scale to support economic recovery. It was essential for businesses to reopen under adequate hygienic conditions, and not all of them had the contacts and logistics to supply in quantity.
OA : Today, is this product still as much in demand?
JJK : The demand has subsided. Consumers are turning to a new product that we have developed: visor caps. These original accessories have replaced masks. They are caps with a fitted visor. With this intermediate product, people can keep protecting themselves without the mask constraints. As the epidemic is slowing down, at least in the West Indies, it prevents people from being becoming careless and ignoring protection. In Guiana, on the other hand, masks are still priority products. For more efficiency, they can be put together with a visor cap.
OA : What is your driving force in this somewhat societal approach?
JJK : Sebastiano is a West Indian brand based on strong values linked to its origins. We are very attentive to people’s needs. We have always been committed to supporting families and democratizing fashion by making it more accessible to everyone. We have helped businesses and the population, driven above all by a logic of aid, as margins are almost non-existent on this type of product. And for proof, while we sell cloth masks almost at cost price, we offer customers who come into our stores a surgical mask although within a month their price has multiplied fourfold. We don’t want anyone to be excluded from buying masks. It’s a matter of public health and therefore of general interest.
OA : Let’s step into the future. How does the brand support the consumer’s path into the “next world” that we hope will be more positive?
JJK : With a multitude of colors! We have received the new collection. It is full of colors and all in stretch fabrics. And because we want a better world, we have greatly improved design and the choice of materials. You should definitely check it out!
