About Us

1. Why did you start LOOF?

It was more of a feeling than a plan. The feeling was: Live life to the fullest. If you want to do it, do it now—or never.

The chance to fail? 99%. And yes, we’ll fail many times on the way. But does that mean we stop or give up along the way? Why should we give up when we started with nothing and now already have something? That alone means we’ve already won many battles.

And on this path, we gain experience. We learn. So how can that be called failure? Even if we lose a battle—do we lose everything? Or can we do it better the second time?

Could we create everything from scratch? Theoretically, yes. The challenge is turning an idea into something real—designing your own sneaker, building something original, and connecting with the right people to make it happen.

On creating the NLY sneaker:

It started with a simple observation: many streetwear brands don’t have their own sneaker. I asked myself—why not? Now, after producing our own from scratch, I know the answer: it’s unbelievably hard.

The first few sneaker sketches were terrible—honestly, just trash. It’s crazy how we see hundreds of thousands of shoes every year, yet putting your own design on paper that actually looks good is something else entirely. That’s just the beginning.

One tip that helped us: we started without colors. Plain white sneakers to define the contours and get the shape right. A big challenge was making sure the design didn’t resemble existing brands—especially Nike, Adidas, or New Balance.

We tested hundreds of details to get the shape right. One of the hardest parts was designing the sole—and we wanted a shape that would allow for many future colorways.

The biggest challenge of all was finding a reliable production facility willing to work with a startup. Most didn’t even reply. Others demanded minimum orders of 10,000 pairs for a single style. After a long process of research, good and bad conversations, and a bit of luck, we found a family-owned factory in Italy. We had talked to suppliers in China, Vietnam, Thailand, and Portugal—but when it comes to quality, it had to be Italy.

That’s the why.
We wanted to do it.
We believed we could do it.
We did it.
And now, we’re ready to do it again—only better.
Proudly: no debt. No investors. 100% self-funded.

2. When you started, what did people say?

They thought I was crazy. That it was impossible.
Who’s going to pay for this?
Who’s going to buy it?

When I showed early designs, some people literally laughed. I learned quickly: most people can’t imagine a final product from a blank page. That’s why it’s essential to surround yourself with people who can.

3. What was the very first thing you created?

We started with a T-shirt—longer cut, with an improved modern silhouette. We chose a premium cotton with an ultra-soft feel and durability that lasts.

Then came the first washable 3D hologram label, secured with blockchain technology. Built for authenticity, built for the future. Our goal is to eventually personalize every single product with it.

After that, we created a limited-edition basketball—designed with style and function in mind.

Then came the foundation: our website, our webshop, and our digital presence.

Then, an anthem song.

And finally, we committed to the real challenge: building our own streetwear sneaker from scratch.

4. What’s something people don’t see behind the scenes?

Details and the people we work with.

Finding the right people takes a huge amount of time. We’re extremely selective—it’s not just about skill, it’s about mindset.

We also obsess over details. The kind of details 95% of people won’t notice consciously—but they’ll feel the difference. The quality, the stitching, the materials—everything is thought through.

And none of it gets applause. But it’s what makes LOOF real.

5. What’s your biggest strength in all of this?

It starts with the people.

I’ve been fortunate to find what I call diamond people—rare individuals who bring more than talent. They bring energy, precision, trust. Out of thousands, I find the few who truly get it. And when they do, everything moves.

Nothing we’ve built was done alone. The people we work with—designers, producers, developers, creatives—they carry just as much of the vision as I do. Their commitment, their eye for detail, and their willingness to go beyond what's expected—that’s what makes LOOF real.

My strength is recognizing that early. Finding them. Trusting them. And building with them.

We don’t just talk—we act.
We turn ideas into form.
We listen to feedback, face rejection, and keep moving—always forward.

That’s what sets us apart.

6. What kind of people is LOOF for?

It’s not about demographics—it’s about spirit.

LOOF is for people who want to stand out.
Who are tired of swooshes and stripes.
Who value fresh design and high quality.
Who walk their own path and want to wear something that reflects that.

7. What’s the vision in your head that keeps you going?

To learn more from A to Z.
To keep growing by doing.

To creat something beautifull.
To connect with exceptional people and build together.

To collaborate with companies who share the same values. To work with musicians, create with creatives. I see LOOF partnering with a professional sports team—not just for exposure, but to design gear with true identity.

To produce a Netflix film— about untold stories. Interesting stories that matter.

An IPO isn’t just a financial goal—it’s a symbol of how far a self-built brand from skretch can go.

This vision is what drives every decision. Every product. Every step forward.