Loobie’s Story began at Laurinda's dining room table, when a moment of nail biting serendipity saw her husband, Brent Sutcliffe, sell his menswear business at the very same time that Laurinda found herself let go from the fashion business that she had worked at as creative director for twenty years. Along with being out of a job that she had loved.
But fate had other plans… Brent decided it was time to venture into womenswear and with her new business partner’s encouragement, Laurinda found herself on an inspiration trip to Europe and Asia with a simple brief: to dream up a new collection.
Loobie’s Story began to unfold with original prints created by their graphic designers and then coloured into beautiful, coordinating hues. Once the prints and palettes were in place, modern bohemian pieces were designed with a free-spirited modern woman in mind, as well as the everyday pieces that underpin any hardworking capsule wardrobe, in the same shades as found in the prints. The idea was to make it easy for women to combine and layer our garments with complementary colour palettes that merge across seasons so they can confidently pull their own look together.
In a nod to Laurinda's new business partner, they named it after the nickname he affectionately made up for her when we first met, inspired by a blonde, blue-eyed little girl in an advert for washing powder – someone he thought she may have looked like when she was a little girl. (Now all of my nearest and dearest call her Loobie).
Each and every collection from Loobie’s Story has been inspired by a beautiful location that they have either visited, aspire to visit or imagine.