LAUNCHED: LOOM Finally Makes an Appearance in Cape Town

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