Seth Wellington
The Primrose Design BuildingSuite 302 (213) 623-5492
The fictional Seth Wellington is the kind of guy who wears a classy short-sleeved button-up shirt and a matching slim tie but keeps the overall look unstuffy by wearing his shirt untucked and putting on neon sunglasses that resemble Ray-Ban Wayfarers.
That balance of clean finished goods with a loose fit sums up the Seth Wellington lifestyle brand concept of “casual sophisticated” conceived by Seth Nobmann. The brand’s new headquarters in The Primrose Design building combines a minimalist operations office, sleek bachelor pad–like sales showroom and a quirky design studio that’s decorated by the brand’s patternmaker with mid-century modern vintage furniture, all into one.
In Seth Wellington, Nobmann and co-designer David Lopez wanted to put together a better contemporary men’s wardrobe that satisfied the dressy side of the closet with tailored pants, vests, woven shirts and ties and provided the everyday comfort pieces with knit T-shirts, Henley long-sleeved shirts and tailored sweatpants.
“Even when he lounges, he’s not looking like a slob,” said Nobmann of the sweatpants that feature back pockets, belt loops and a waistband. The cut on woven shirts is “tailored, yet roomy.”
“It’s in between a regular and slim fit. You can still fit the average guy. It doesn’t look too boxy,” Nobmann said.
The next step in the brand’s growth is adding lifestyle categories, such as a brand of wine that was shown at this year’s LA Wine Fest June 5–6. The wine is part homage to Nobmann’s hometown. (He grew up in Petaluma, Calif., located west of Napa Valley.) The cabernet captures the spirit of the brand that’s light, appreciates the finer things, yet is “not a snob,” Nobmann said. “We don’t take ourselves too seriously.”—Rhea Cortado
