Loobie's Story

Once upon a time, not so long ago….

Loobie’s Story began at my dining room table, when a moment of nail biting serendipity saw my husband, Brent Sutcliffe, sell his menswear business at the very same time that I found myself let go from the fashion business that I had worked at as creative director for twenty years. Along with being out of a job that I had loved, I was heartbroken to think that I would no longer be travelling the world for my work. I love venturing to exotic locales, seeking out luxury experiences, that are a little off the beaten track and returning with a head full of creative ideas.

But fate had other plans… Brent decided it was time to venture into womenswear and with my new business partner’s encouragement, I found myself on an inspiration trip to Europe and Asia with a simple brief: to dream up a new collection.

I wanted to create a collection that was feel-good, uplifting and feminine and that would take the wearer from day to night with a simple change of accessories. I love understated glamour, beautiful prints, joyful colour, and natural fabrics like easy-care viscose, silk, and perhaps the ultimate combination of opulence and practicality, silk with a little stretch. At the same time, I care about the environment and I didn’t want to churn out collections that would last for only one season and then end up as landfill.