Cart
${ cartError }
Seneca


Tim Joo


I don't want
to give advice, I just want to speak from my own experiences.

Tim Joo, 2021 AD

Seneca

Tim wears the Forma Blazer in Olive and the Vanta Pant in Herringbone.

The acclaimed NYC-based entrepreneur, creator, co-founder of Haerfest, and voice for change in the AAPI movement talks on the philosophies that guide him..

All words by Tim Joo in conversation with Seneca.

Seneca

Tim wears the Modena Shirt in White

Seneca

Tim wears the Forma Blazer in Olive

WHEN YOU START A BRAND, ITS LIKE JUMPLING OFF A CLIFF & ASSEMBLING THE PLANE ON THE

WAY DOWN.

You're figuring things out, hoping that you don't crash too hard.
Seneca

Tim wears the Forma Blazer in Olive

CONTINUOUS IMPROVEMENT IS BETTER THAN DELAYED PERFECTION.

I love this Mark Twain quote. I remember watching an episode of Abstract where Ian Spalter said, 'I relate to design how comedians practice their jokes.' They put a joke out there. They test in front of the audience. They see how the reaction is. And based on their reaction, they tweak the joke a little bit. The next night they'll say the joke a little bit differently. The point is, it's testing, iterating, improving, and just being okay with the fact that it won't be in its perfect form in the very beginning.

YOU HAVE TO THINK, I'M GOING TO MAKE IT. I'M GOING TO DROP IN.

Overthinking the consequences instills fear in people... I used to skateboard, and I remember the first time I went in a halfpipe. The vertical is pretty high so you have put all your force on your front foot. Otherwise, the moment you doubt yourself and lean back, you're going to wipe out.
Seneca

I DON'T CONSIDER MYSELF AN ACTIVIST, BUT I WANT TO ADVOCATE FOR THESE SOCIAL CHANGES.

My whole life, I thought, 'Hey, I've experienced racism myself,' and I've just accepted it as part of the world that we live in.
In March, my Asian-American friends were posting horrific stories about elderly people getting beat up and getting killed, and I was furious. I was angry, but I also felt like what could I do? I’ve never talked about social causes or politics, with the fear of ‘what happens if I make a mistake, what happens if I say the wrong thing?’ But I knew at a certain point that if I look back and remember not having done anything, I will regret it.
I decided to share a personal statement of my experience, joining my Asian American friends in breaking the generational cycle of what we were taught to do; stay quiet, don't raise any trouble. It shocked me to see the power in being vulnerable and doing something that came from the heart.
Feeling empowered, I launched a collection to bring more awareness to these issues –– ‘Nothing Changes If Nothing Changes’ –– more than that, donate the proceeds to support the organizations that are making the real impact.
Seneca

Tim wears the Modena Shirt in Tan and the Vanta Pant in Black.

ALWAYS ASK YOURSELF 'WHY'.

‘why’ will always be at the core and be longer-lasting than the ‘what.’ The why will always be the driving force so that whenever you veer off the path, you can always remember ‘this is why,’ and then get back on the path that you are originally set out on –– its your North Star.
Seneca

Tim wears the Modena Shirt in White and the Forma Blazer in Olive.

LISTEN TO THE COMMUNITY.

You have to step outside your bubble and get feedback. It's tough as a creative, having a higher level of sensitivity to feedback, especially feedback you don't want to hear. But I think it's important because it's the community that is going to ultimately support you at the end of the day. A good brand constantly has a two-way conversation. It's not, "I'm preaching and it's one way, and you do what I say."

REPRESENTATION HAS ALWAYS BEEN A BIG CHANGE THAT I'D LIKE TO SEE AS AN ASIAN AMERICAN.

Seneca

Change is a constant, and we always have to reevaluate at moments where we feel too comfortable. Comfort is the cousin of complacency.
On the individual level, I've realized that my voice has power, and it has the influence to change how people think and what they do. Its empowered me. And so, instead of staying quiet and hoping the world will change... I can be the change. I'm going to quote Ghandi, "Be the change you want to see in the world".
Seneca
NOTHING CHANGES IF NOTHING CHANGES.
TIM JOO, 2021AD

Measurements. All garments are hand-measured for accuracy.


It may be helpful to compare these product measurements to a similar garment you already own. To do this, place the garment on a flat surface and take all measurements from the outside.


Modena Shirt

  • S
  • M
  • L
  • XL
  • Chest
  • 40"
  • 42"
  • 45"
  • 47"
  • Back Length
  • 28"
  • 28"
  • 28 1/2"
  • 28 1/2"
  • Sleeve Length
  • 24"
  • 24 1/2"
  • 26"
  • 26 1/2"
  • Shoulder Width
  • 17 1/4"
  • 17 3/4"
  • 18 1/2"
  • 19"

Lumen Shirt

  • S
  • M
  • L
  • XL
  • Chest
  • 39"
  • 41"
  • 44"
  • 46"
  • Back Length
  • 28 3/4"
  • 29 1/4"
  • 30"
  • 30 1/2"
  • Sleeve Length
  • 24 3/4"
  • 25 1/4"
  • 26 1/2"
  • 27"
  • Shoulder Width
  • 17 1/2"
  • 18"
  • 18 1/2"
  • 19"

Forma Jacket 2

  • S
  • M
  • L
  • XL
  • Chest
  • 36 1/2"
  • 38 1/2"
  • 41 1/2"
  • 43 1/2"
  • Back Length
  • 28 1/2"
  • 29"
  • 29 3/4"
  • 31 1/4"
  • Sleeve Length
  • 24"
  • 24 1/2"
  • 25"
  • 25 1/2"
  • Shoulder Width
  • 17 1/4"
  • 18"
  • 19"
  • 19 3/4"

Terra Jacket

  • S
  • M
  • L
  • XL
  • Chest
  • 40"
  • 42"
  • 45"
  • 47"
  • Back Length
  • 28"
  • 28 1/2"
  • 29 1/4"
  • 29 3/4"
  • Sleeve Length
  • 25"
  • 25 1/2"
  • 26"
  • 26 1/2"
  • Shoulder Width
  • 18"
  • 18 1/2"
  • 19 1/4"
  • 20"

Vanta Pant

  • S
  • M
  • L
  • XL
  • Waist
  • 29 1/2"
  • 31 1/2"
  • 34 1/2"
  • 36 1/2"
  • Outseam
  • 37 1/2"
  • 38"
  • 39 1/2"
  • 40"
  • Inseam
  • 29 1/2"
  • 29 1/2"
  • 30 1/2"
  • 30 1/2"
  • Hem Opening
  • 12"
  • 12 1/2"
  • 13 1/4"
  • 13 3/4"

Cortina Longsleeve Knit

  • S
  • M
  • L
  • XL
  • Chest
  • 41"
  • 43"
  • 46"
  • 48"
  • Back Length
  • 25 1/2"
  • 26 1/2"
  • 27"
  • 27"
  • Sleeve Length
  • 23 1/2"
  • 24 1/2"
  • 25"
  • 26"
  • Shoulder Width
  • 18 1/4"
  • 18 3/4"
  • 19 1/2"
  • 20"
  • Still Unsure?

    Email contact@thinkseneca.com with your typical size, height, and weight. 


  • Returns or exchanges.

    Try your purchase in the comfort of your own home and, if it’s not quite right, let us know and we’ll arrange a free exchange or return. 

Join Our Newsletter

Sign up to be the first to know about new releases and exclusive products.

You already subscribed to our newsletter.