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Ray Li Talks Branding, Fashion, and How He Built SENE

Ray Li Talks Branding, Fashion, and How He Built SENE

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Ray Li
Last Updated:  
June 6, 2023
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1. What’s a challenge most people don’t think about with working in your vertical?

Fashion is just about supply chain and logistics, as it is about branding. You’re working with a broad diversity of body shapes, so trying to inventory plan for the right sizes introduces a level of complexity that other consumer categories don’t have to deal with. Thankfully we’re sizeless and zero inventory.

2. Ok, it’s five years from now. What’s going on with your company?

We’re doing high nine figures in revenue. Sene is synonymous with sizeless.

A photo from Sene's lookbook, with people walking down the street in stylish clothes.

3. What is your go-to marketing channel?

Facebook and Instagram.

Learn how Triple Whale can level up your ad performance like SENE

4. Who is your number one inspiration in the space?

I wouldn’t say this is my number one source of inspiration but I do love what Aime Leon More has done in terms of brand building, content, and drops.

It’s insane that they’ve built so much brand loyalty that if you put in money for the lottery to buy a new drop, they can hold your money for a year even if you don’t get the product.

5. What do you love most about the vertical your business is in?

The most rewarding part is when people feel confident in the clothes they wear.

6. What do you think is the most common mistake founders make?

Founders easily chase the approval of people that don’t matter. They pivot the business to please investors. They try to hype themselves with other founders. Instead, they should focus on delighting their customers and hyping their employees.

7. What is one thing founders can do, to become better operators?

They need someone who can give painful feedback, ideally a cofounder. Mark and I are cousins and it works out nicely, but it took a ton of work to build that relationship.

8. How do you approach collaborating?

Our collabs have all come from cold DMs. We focus on people who are LOVED (not liked) within a niche, and give us a cultural co-sign within that niche.

Learn how Triple Whale can level up your ad performance like SENE

9. Who is your dream brand collaboration?

Sene x Stanley Tucci.

10. Where are you putting 90% of your time/energy toward day to day?

Right now we’re raising money so spending a good chunk of time there. Otherwise I’m really focused on our brand and product.

11. What is the best advice for maintaining mental health for founders?

Hobbies are clutch. I’ve really enjoyed playing tennis a lot.

Also have blocks of time that are sacred. I don’t work on Saturdays, it’s time with my wife and son.

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