“The particularity of our clothes is that when you buy them, you will not buy them again immediately,” emphasizes Julia Faure of the company Loom interviewed by 20Minutes.tv. French sustainable ready-to-wear brand founded in 2016 by Julia and Guillaume Declair, Loom has a clear ambition: to promote ethical consumption of clothing.
Because in France, a person buys on average nearly 10 kg of textiles and shoes each year, because 70% of the clothes sold in France are made in South-East Asia, where the workforce is exploited according to Greenpeace, ready-to-wear brands like Loom offer a sustainable alternative to their customers in order to counter the harmful effects of fast fashion.
Less but better
The brand’s products, designed in France and Portugal, are distinguished by their evolving nature. Based on customer feedback, this approach allows the clothing, accessories and shoes offered to be reinvented from generation to generation, thus guaranteeing their durability and resistance to the passage of time. “We have managed to improve both in terms of quality and ethics,” confirms Julia Faure, co-founder of Loom.
However, the company places the fight for ethics above financial considerations. “There is no variation in our turnover, whether our sellers make 0 or 1,000 euros in a day. This in no way affects their remuneration,” explains Julia Faure. This position demonstrates her commitment to transforming the fashion industry into a more ethical industry.