Loft

'I wear what I am' This is Loft Design by...'s philosophy. The Loft brand was created by Patrick Freche 20 years ago this year. For him, elegance is in the mind not in on how much you spend on your clothes. Beauty is obvious, it is not a fashion. Loft has chosen to implant its first shop in Notting Hill. Its collection of essential casual wear for men, women and children focuses on elegance. Imagine lofty and distinctive world of exposed brick, smooth wooden planks and eames chairs. Over and above authentic materials and clean cut structured clothing, Loft Design by... revels in sustainable sourcing: organic cottons, hemp, milk fibres,cashmere and bamboo. Result is pleasing mix of vintage feel and incredibly soft clothing.