Our mission
Changing the textile industry

We're a French clothing brand based in Paris, 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 or environmental wreckage 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 if it costs us more, we only use organic cotton. Scientists are talking about a 6th mass extinction, and the huge amount of pesticides used to grow conventional cotton has its share of responsibility.

Let's be clear: trying to change the textile industry by creating an "ethical" brand without slowing down fast fashion is like trying to clean up the oceans with a little net while an oil tanker dumps fuel right next to you — a battle lost before it begins.

So we're also trying to change mindsets by sharing everything we know, without mincing words, on our blog La Mode à L'envers (Fashion Inside Out).

Admittedly it's not the most modern thing, but a blog lets us dig into a subject and lay out a proper argument. We also say things on LinkedIn and Instagram.

That said, informing people isn't enough: there won't be an ecological transformation of fashion without laws to stop fast fashion. That's why Loom is an active member of En Mode Climat, a coalition of French brands and manufacturers working for the common good. Its goal? To get the textile sector to do its part so we stay below 2 degrees of global warming.

Oh no, far from it. And to make sure we don't forget, we've listed everything we still have to improve.

You're quite right: we'd rather you made up your own mind.

See you soon!
The Loom team