Ever excited by openings of
envelopes I was blown away when I received my invitation to the opening of LOOM
in Cape Town on Bree Street. LOOM up until this point was only situated in the
leafy suburb in Johannesburg of Parkhurst. Now they had made way to the uber
Europolitan metropolis known as Cape Town.
Tucked neatly between two local
hot spots on Bree Street, Paul Smith and Clarke’s, LOOM is a modestly designed
right-angle (L-shape) in the right place at the right time. ‘Invite only’ got
me tickled in all the right places because I knew I was then guaranteed to
air-kiss all the wonderful people I enjoy actually
chatting to Unpretentiously. And I was not disappointed but more about that
later.
“Loom’s collections speak to
discerning men who are in search for mature and sophisticated post-youth
fashion, which is subtly influenced by streetwear,” says Anthony Keyworth,
co-owner of Loom.
The store might be a modest
size (one of those you step in and do a 180 degree turn and you’ve seen the
whole store situations); it does however encourage proper browsing. With smart
and creative display options, you’re actually enticed to get closer to
investigate the clothes. Stocking cult-status brands such as Staple, Sixpack,
and Comme des Garçons. The boutique stocks limited
editions of everything – including the last remaining four pairs of Nike Inneva
Woven sneakers, of which only 14 were originally delivered into South Africa
for retail.
The great
minimalism of the store allows for the bold fittings, excellent lighting and
great clothes to remain the sole centre of attraction; having two great brand
ambassadors there to assist you with all your shopping requirements also adds a
special touch. It’s very rare to find ‘shop assistants’ who actually know,
understand and have passion for the product and genre of fashion they are
selling to consumers.
Co-Owners Anne Caballé-Keyworth, and Anthony Keyworth have outdone themselves. It
was also not too surprising that LOOM was perched right next to Paul Smith,
another of their well thought through projects in South Africa. The guest list
was packed with beautifully fabulous people, including but not limited to
Petite Noir, Bee Diamondhead, Malibongwe Tyilo, Leigh Robertson, Sarah Jayne
Fell, Gabrielle Kannemeyer, Anelisa Mangcu, Siki Legend Msuseni, Masego
Maponyane, Trevor Stuurman, and I had my best friend Buntu with me. It was
fantastic to finally meet Andrew Louw from Antanna and have a brief but great
chat with him.
So people, get
out there and check what is in stock. New limited edition stock arrives almost
every week, so you best be prepared to indulge because there’s pretty much
nothing not worth buying at LOOM.
For more info visit www.facebook.com/LoomSA
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