Our mission
Changing the fashion industry

We're a French clothing brand, and we're convinced that if the fashion industry is going to pollute less, it has to make less.

It is, exactly. Our goal is to make clothes that last, so you don't have to replace them every few weeks. To get the quality right, we test them in a lab and improve them, generation after generation, based on what the people wearing them tell us.

And so you'll actually want to keep wearing them, we design timeless pieces — ones built to outlast the seasons as well as the fashion weeks.

Ha, no, promise. Our clothes on their own probably won't change much, but the way we sell them might shift a few mindsets. What we want is for you to buy only what you actually need. That's why we don't run ads, don't do sales, don't do collections, and don't even do prices ending in .99…

It does mean we grow more slowly, obviously. We're fine with that – we're not trying to take over the world.

And so that no shareholder can trade our values in for faster growth, we're financially independent: our only shareholders are 600 of our own customers. That's what lets us grow at our own pace.

They do exist – and Loom is far from the only one. We're not just here to turn a profit; we're here to make clothes that don't leave human disasters or environmental ones behind them.

And that starts with the obvious: making things as locally as we can, in countries where the law actually protects people and the environment – Portugal and France, for instance.

And even though it costs us more, we use organic cotton only. Scientists are warning of a sixth mass extinction, and the sheer volume of pesticides sprayed on conventional cotton has its share of the blame.

Agreed. Trying to fix the fashion industry by launching one "ethical" brand, without slowing fast fashion down, is like trying to clean up the ocean with a little aquarium net while an oil tanker empties its tanks right next to you. Lost before you start.

So we also try to shift how people think, by sharing everything we know – bluntly – on our blog La Mode à l'Envers ("Fashion Inside Out").

Not the most cutting-edge format, we know. But a blog lets us actually dig into a subject and follow an argument all the way through. We post things on LinkedIn and Instagram too.

That said, informing people isn't enough: fashion won't clean up its act without laws to stop fast fashion. Which is why Loom is an active member of En Mode Climat, a coalition of brands and manufacturers campaigning in the public interest. Its aim? To get the textile industry to do its share of the work in keeping warming below 2°C.

Far from it. And so we don't forget it, we've made a list of everything we still need to fix.

Good idea. We'd much rather you made up your own mind.

Talk soon! The Loom team