LOOM, a platform dedicated to transforming the future of fashion through sustainability, recently wrapped its first-ever pop-up event in Shoreditch. Open from October 7-13th at 123 Bethnal Green Road, the event showcased a forward-thinking approach to fashion, offering Londoners the opportunity to engage with the circular economy firsthand.
LOOM’s pop-up connected shoppers with independent designers who specialise in custom-made, upcycled, and circular fashion pieces. The event highlighted the potential of sustainable design, with collections from brands such as Salvedge, Dot & Lola, Grandpa’s Shirts, Out of Stock Studio, Again & Again, Stuart Trevor, Chereshnivska and more. Each brand brought its own interpretation of eco-conscious fashion, providing unique, one-of-a-kind pieces that balance style with environmental responsibility.
Founder Daisy Harvey, with her background in fashion marketing and a passion for sustainability, created LOOM to challenge the traditional fashion industry. By focusing on made-to-order and upcycled fashion, LOOM aims to reduce waste, promote slow fashion, and support independent designers who are committed to responsible production methods. The pop-up event was a tangible expression of Harvey’s vision, offering visitors a glimpse into how creativity can merge seamlessly with sustainability.
The event wasn’t just about shopping—it also offered a series of creative workshops that encouraged hands-on engagement with sustainable practices. Visitors could partake in screen printing sessions or attend sip & sketch life drawing classes, blending fashion, art, and environmental awareness in an interactive setting.
LOOM’s first pop-up event not only boosted awareness of circular fashion but also solidified the brand’s place in London’s ever-growing sustainable fashion movement. As the fashion industry faces mounting pressure to adopt more responsible practices, LOOM’s innovative approach is a testament to the power of independent design and the circular economy, inspiring consumers to rethink how they approach fashion.
To open shop in Shoreditch, LOOM turned to FoundPop for our range of high-quality retail furniture, including desks to display product, a fitting room, and sleek hanging rails. By collaborating with FoundPop, LOOM showcased how thoughtful design and innovative furniture can create impactful shopping experiences while promoting sustainable practices in the fashion industry.
We caught up with LOOM founder Daisy for the Debrief, to get her thoughts on the rising popularity of pop-up shops, choosing a space, circular fashion in action and more. Scroll for insights:
What inspired you to host LOOM’s first pop-up shop, and why was now the right time to bring LOOM into a physical space?
Our website has been live for over a year, but so much of the work we do is online, we wanted to be able to showcase our incredible designers to the public — and enable you to come and see their incredible work for yourself in real life! We wanted to celebrate their creativity and also start to build our brand awareness ahead of our app launch in Jan!
How did you choose the featured designers for this pop-up? What qualities or values did you look for in the brands you decided to showcase?
We wanted to create a beautiful space that was a luxury to explore – whilst also celebrating brands who cherish ethical and circular practices.
All of the designers we work with create their designs using existing clothing – they are upcycling specialists. We also complemented our upcycling designers with other brands who are focused on sustainability and circularity – including lingerie from Aberdevine, beauty from Dot & Lola and handbags by Ziimara.
Shoreditch is known for its vibrant and creative energy. What made you choose this specific area for your debut pop-up?
As a new brand, we wanted to ensure we chose somewhere with high footfall & customers who consider sustainability & love quality designs. Being at the epicentre of Brick Lane and Redchurch Street we hoped to showcase to vintage lovers & Reformation/Free People fans!
How did you ensure that the pop-up itself remained as sustainable as the fashion you promote?
The rental economy is a great way to add circularity into your business and personal life. Being able to rent beautiful, quality furniture not only helped make our pop up less wasteful, it also made the set up/break down process so much easier!
What advice would you give to emerging designers who want to break into the sustainable fashion space?
Find your niche, stay true to your values, collaborate with others and learn from others. Find your community!
How have your customers and community responded to the idea of a LOOM pop-up? What strategies did you use to build excitement and anticipation for the event?
They have LOVED it! It’s been so great to meet so many of our community in person & share the designs & stories of our designers with them. Most people have never heard of a redesign service like ours, so it’s really exciting to see their reaction and start discussing ideas with them.
In the lead up to the pop up, we shared about the event on our socials and newsletter. We also planned workshops and a launch party in the space to raise awareness too.
In terms of sustainable fashion, what trends are you seeing right now that have the potential to transform the industry? How do these trends influence your approach at LOOM and IRL events?
People are becoming more open to new ways of shopping, with rental apps and second hand apps like Vinted becoming super popular. I think we’re finally starting to understand the value of our clothes more, and throwing them away less.
We want to show people how easy it is to transform your unworn clothes, Whether you’re dyeing them a new colour, altering the length or completely redesigning them!
What do you hope pop-up visitors and the featured designers take away from this retail experience?
At Loom, our mission is to connect you with our incredible community of designers, and to help you realise that anything is possible when redesigning your clothes. So many people hear the word ‘upcycling’ and have preconceived notions about what this means and assume it’s not for them. We hope this pop up has shown them that upcycling/redesigning your clothes means you can create new styles in any design, while supporting amazing, independent designers.
Who or what has been your biggest inspiration throughout your journey with LOOM, especially when curating this pop-up experience?
Our designers! We wanted to showcase their incredible work in a beautiful space. We wanted to make the experience super easy & enjoyable for our designers, and to make sure we told their stories to the best of our ability.
After the success of this event, what’s next for LOOM? Do you have any plans for future pop-ups or additional ways to engage with your community in person?
Our app is launching in January next year! We are unbelievably excited for this. It’s a huge next step. Not only will you be able to upcycle your old clothes on the app, but you’ll be able to browse designers, get inspiration for your next project and create a moodboard of ideas Sign up to the app launch and be the first to hear about our launch party!
Redesign your wardrobe with LOOM
Featured Photos by Katy Dillon
New collection coming soon? Celebrate with a pop-up. Explore our Space Planner and when you’re ready to launch, pop us an email.
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