Ray Li, co-founder, is the CEO of Sene, a pioneering brand that has reshaped the fashion industry with its focus on custom clothing that prioritizes sustainability and personal expression. Leveraging his expertise in technology and design, he has developed innovative fitting algorithms that streamline the customer experience, allowing individuals to create personalized garments that truly reflect their style. Ray’s leadership is characterized by a commitment to creativity and collaboration, fostering an environment where team members feel empowered to contribute their ideas. Under his guidance, Sene has earned recognition for its dedication to quality and transparency, positioning the brand as a leader in responsible fashion and cultivating a community that values authenticity and environmental responsibility.

In a recent interview with SME Business Review, Mr. Li shared insights into his innovative approach to custom clothing, emphasizing the importance of sustainability and quality in the fashion industry. Here’s what he had to say.

Interview Excerpts

Ray, you have taken Sene in a unique direction in the fashion industry. What motivated you to prioritize custom clothing with a sustainable approach?

For me, custom clothing addresses a lot of issues that have plagued fashion for decades. From my experience, people want clothes that truly fit and represent them—without the hassle or environmental waste of fast fashion. I realized that we could make a real difference by offering personalized clothing that reduces waste and lasts longer. Sene’s focus on sustainability isn’t just an add-on; it’s foundational. We’re dedicated to creating pieces that our customers feel good about wearing, knowing they’re supporting a responsible approach to fashion.

How do you approach leadership at Sene, particularly when it comes to fostering creativity in your team?

I believe in creating an open environment where everyone feels comfortable sharing their ideas. I don’t want Sene to be a place where decisions come from the top down. My role is to provide guidance and make sure everyone understands our values and goals, but I also want our team members to have the freedom to experiment. I think that’s where innovation really happens—when people feel ownership over their work. It’s less about micromanaging and more about giving everyone the tools and trust they need to thrive.

Your team must feel incredibly supported by that approach. What role does technology play in delivering that personalized experience to your customers?

Technology is core to what we do. Our fitting algorithms are designed to make custom clothing accessible without the traditional complexities or time demands. We’ve spent years refining these tools so customers can get an accurate fit without endless fittings. It’s about bringing precision into the process while keeping it user-friendly. Our tech isn’t just there for efficiency; it’s there to make the entire experience seamless and enjoyable. I think that’s why our customers appreciate it—they’re getting a tailored product without any of the hassle usually associated with custom clothing.

How do you ensure that Sene stays aligned with its sustainability values as you grow?

That’s a critical question for us. Sustainability has to be considered at every stage, from materials to production to shipping. We constantly look for ways to improve and make sure that each decision aligns with our mission. For example, we work closely with suppliers who share our values. We aren’t interested in rapid expansion if it means compromising our standards. Every decision goes through a lens of sustainability; growth has to be intentional and responsible.

That’s quite refreshing in a market driven by rapid expansion. Could you tell us more about your commitment to building a sustainable supply chain?

Absolutely. We don’t take shortcuts in our supply chain. Our partnerships with material suppliers are based on shared principles, and we prioritize long-term relationships that allow for consistency in quality. We’re also very focused on logistics, making sure our processes are as efficient as possible to minimize waste. It’s about being accountable at every step so that we’re delivering something our customers can be proud of. Our goal is to build a supply chain that upholds our promise of quality, from the first thread to the final product.

You have created a community around Sene’s values. How did you approach building that customer connection?

We focus on authenticity in everything we do. Our customers care about quality, but they also care about the values behind what they buy. We don’t push superficial marketing tactics; instead, we share the story of Sene—why we’re here and what we stand for. This has built a loyal community because they feel connected to what we’re doing. Our approach is to respect our customers’ intelligence and provide them with genuine value, rather than trying to be everywhere or cater to everyone. The people who find us often share our beliefs, which makes that connection meaningful.

How do you ensure that Sene’s focus on quality and innovation remains at the forefront, even with challenges in the fashion industry?

Quality and innovation are constants for us, regardless of external pressures. We keep a close eye on shifts in customer expectations, but we don’t let trends sway our core standards. If something isn’t up to par, we go back and refine it until it meets our standards. I think resilience comes from that kind of commitment. No matter what’s happening in the industry, we stay grounded by focusing on what we do best—offering a product that’s meticulously crafted and represents our values. It’s about having a strong sense of who we are and not letting that waver.

You have built Sene’s reputation on precision and customization. What is your vision for the future of custom clothing?

My vision is for custom clothing to be as straightforward as picking something off the rack. Custom doesn’t have to mean exclusive or complicated. It should be accessible to anyone who values quality and wants a garment that feels like it was made just for them. I see Sene leading that change, making customization part of everyday fashion. We’ll continue to innovate, but we’ll also stay true to our focus on quality, fit, and sustainability. It’s about making custom clothing a standard, not a luxury.

What advice would you give to future leaders who want to make an impact in their industries?

My advice is to stay grounded in your values. It’s easy to get caught up in trends or pressures for fast growth, but your values are what will carry you through challenges. Be willing to put in the work, pay attention to the details, and build something you genuinely believe in. People respond to authenticity, and when you focus on creating real value, everything else follows.

Ray Li, Co-Founder & CEO, Sene