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loomi activewear

@loomiactive

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Gear so considered you forget you’re wearing it — where performance meets comfort, and the moments become the point.
Scotland-based, independent.
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Part 1: I QUIT world travel to start a brand from my spare room Can you really have it all? Because I did! I had the full-time job, the world travel, the leadership meetings, the big events, the big brand clients, business class long hauls, amazing adventures and five star hotels. I also had- piles of kids school clothes - one for each day away, prepping at 11pm before a 3am start, the guilt, the trauma of leaving home, the anxiety in my chest as I drove to the airport, the “where the hell am” as I fumble for the screeching iPhone alarm. I had it all, the fancy job and the family chaos! I was being pulled by job responsibilities and a family at home, the big events and fun celebrations when I’m meant to call the kids as they awake for the day, the husband too busy to talk as he struggled getting three kids out the door. Every run I did was full of guilt, more time away from home so I did most of my training when the kids did their sports. Of course school pictures were taken with really messy hair “ah is your mum travelling again Lucy?” Growing up I feel like we were sold the story “YOU CAN HAVE IT ALL” and somehow it’s just not that glamorous. I was just trying to COPE WITH IT ALL and what I had was a really stressful life. The busier I was, the more I did. I got faster and I got thinner. I could feel the brands squeezing for margin, opting to make it cheaper but “make it better Anne”, pushing for the next innovation story and exclusivity but not really solving the real problems; they were just “too complicated”, I was just too complicated, as my heart sank, the passion began to burn out - I began to burn out. So I gave it all up. You’d be surprised what can come from a spare room, on a farm, in the Scottish Borders. I truly believe in COURAGE to give up what we think is important because deep down it just isn’t. That progress and purpose can still exist even if that journey is a little different and a lot less glamorous along the way. PS, it doesn’t mean it’s easier! Have you traded something big for something important lately? by @loomiactive
24
21 days ago
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Part 2: Corporate ‘EXPERT’ to Founder (or Flounder?) I picked up Jen for our LSR*, "Hi Jen, how's your week been?" “Pretty good, we got that support we needed for the project. You?” “I’m having a nightmare. What the hell am I doing? I can’t even decide what colours to make, never mind run an entire business! The new supplier needs me to sign off the new base layer on Monday, otherwise I won’t get stock until the end of November and that’s way too late. What if they don’t get them right? It’s double the quantity I’ve ever made before!” “Look, Anne, you’ve been testing that base layer for how many iterations? and for a year and a half? Just bloody well DO IT, you’ve got this.” Fiona was at the trailhead, the sun was out and there was a nice autumnal feel in the air. “Conversational pace, ladies?” “Yeah, Anne’s having a meltdown about her next production.” I rolled my eyes. “I know, I know, I just get a panic on. What if it doesn’t sell? I can’t live off fresh air…” “It’s a big step, Anne, but honestly, your stuff is amazing, and the new top is even better.” “Thanks guys, but you pair can’t even decide what trail shoes to buy next, never mind 1,000 merino base layers. But you’re right. Thanks!” I read a LinkedIn post the other week from an ex-leader of mine: “Who am I, and what do I actually want the second half of my life to look like?” It was about “being important and acting meaningfully” and what matters most at a given time. He was reflecting on his love for his new PIP role of today (previously important person) and we had a giggle when I told him about my move from 5-star hotels to sleeping in the boot of my car to keep my expenses down! I told him, “Without the guardrails of my corporate world, exposure is real, and despite three decades of becoming ‘the expert’ in my field, so too is the impostor syndrome.” His response was: “No one has handed you a playbook, a title, or a team to hide behind. It’s just you, your choices, and the consequences of both, in full view. That’s not a soft aspiration, that’s a braver decision.” Even with a tonne of expertise, has impostor syndrome held you back? Or have you pushed through the doubt and DONE IT anyway? by @loomiactive
20
14 days ago
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Part 3: I truly BELIEVED in my idea and I made it happen… eventually! We were three hours into our trail run when my friend Anya took a clatter coming down Brown Knowe. It’s a rocky path on the Southern Upland Way, one of the oldest drove roads in Scotland. “I’ve really hurt my shin.” I gently pulled up her running tights and saw she was bleeding, then came the white of her shin bone - “You’re all right, it’s quite a deep cut but I don’t think it’s broken?” Pauline got out the first aid kit and I bandaged Anya up while she called Mark - “Call 999 and ask for Mountain Rescue.” Runners don’t tend to carry much kit, but we had the essentials and within a few minutes we were tucked under our foil blankets, lying low in the heather to try to get out of the wind. We waited! Anya had on our extra layers but she was turning blue and Pauline and I were absolutely FROZEN even if it was the middle of May - it’s Scotland, on a hillside!! There was me, with all my expensive gear, stuff I’d helped design, and here I was with another frozen experience on a hillside, not to mention all the cold, WET and SHIVERING car journeys home. I knew there had to be a BETTER solution. With clear problems to solve I headed to Germany for our design review, optimistic that my solution would be discovered in my merino concept - but sadly not. “It’s not really performance Anne, and there are BIGGER opportunities we need to go after, besides, it’s way too expensive.” And that wasn’t the first time I had been frustrated by the outcome. So, I quit, eventually. It would take several years before I produced my first 200 pairs of Loomi socks and another couple of years, plus a redundancy, before the first TRUE PERFORMANCE MERINO Loomi baselayer became a reality. Five years on, I’m getting ready to launch my best yet - Loomi socks, long-sleeve top and the 3-way headwear - lighter, softer and just as cosy and durable. You have to follow your heart, keep showing up and find a way to make it happen. What do you keep pushing despite the rejections? PS Anya was stitched up and thankfully no broken bones. She spends most of her spare time on the trails, in the mountains, testing Loomi gear. by @loomiactive
19
7 days ago
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We’ve been doing RUN CLUB well before run club was a THING. On Sunday we teamed up with Sarah and her team @thewildharecafe for a social ‘Granola’ run. It was such a fabulous morning, catching the best of the weather - perfect for a one layer Loomi. “We’ve the choice of a shorter route or we can head out onto the Common and add roughly 1.5miles” “Yeh, we can do that” we all agreed! “Brilliant, let’s GO” 13 glorious kms later and we arrived back at the cafe for their famous Granola bowl breakfast and a sneak peak at our new base layer coming in October. Social really does mean what it says on the tin - loads of chat, smiles, food, coffee. And since most of us were in our merino loomi’s we were socially acceptable inside the cafe too! We don’t always have to be running at intensity and these mornings are more about sharing a few casual miles with some old and some new friends. It was perfect! What do you like best about SOCIAL runs? Or do you call them ‘run clubs’ now? 🥴😂 #inmyloomi #runtrails taken in Stow, Scottish Borders by @loomiactive
8
4 days ago
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A fun morning fitting our new base layer size set, first WoolTech tight prototype, superlight waterproof jacket proto, and socks — the next generation of Loomi kit is taking shape. Built for lasting performance and luxury comfort, expertly developed and ethically made. Big progress for a microbrand with big ambitions: to make gear better, for the long run. 🧵🏃‍♀️ Follow along and see what’s taking shape. And do repost and share if you like to help spread the word 🙏❤️💙 #inmyloomi #performancemerino #trailrunning #ultrarunning taken in Scottish Borders by @loomiactive
33
a month ago
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Loomi Toomi !!! Good luck @jovicaspajic racing Canada’s brutal ‘The Divide 200’ by @sinister_sports in his Loomi + Norda combo. 100 runners, 200mi, 12,300m climbing in 100hrs cut off. Starts today 10th August 2026. Let’s Go 100mi x2 #inmyloomi #endurance #merinosocks by @loomiactive
3
2 months ago
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Meet Ellen, Jenna and Lauren @saltiretydes 🚣‍♀️ These amazing young women will be taking on @worlds.toughest.row this December — and they’re the only Scottish team in the race, and an all-female. To my amazement, none of them are rowers by trade, but they’ve got serious endurance sport experience between them. “At the heart of our adventure is a belief in human potential. We want to empower and inspire others to say “yes” to life’s challenges — to step beyond comfort zones, dig deep, and discover what they’re truly capable of.” Hell yes to that!! They’ll row 3,000 miles from the Canary Islands to Antigua, raising funds for The Archie Foundation, who support children and families across Scotland. Super proud to be backing these brave, inspirational women. Head to their page or website for the full story and how you can support 💙🏴󠁧󠁢󠁳󠁣󠁴󠁿 #worldstoughestrow by @loomiactive
5
2 months ago
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How does anyone get any work done when making videos, editing reels and posting the behind the scenes takes soooo long?! Had to do some major cropping to hide the mess behind me as well! Measuring samples - 15 minutes Creating a reel - 2 hours ... and I burnt the bloody mince into the bargain! #microbrand #patience taken in Scottish Borders by @loomiactive
26
2 months ago
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I received this email message today from Tim who is CEO and founder of Plan B Circular, so he knows a thing or two about materials, clothing, recycling and product sustainability. Heres what he said about the Loomi merino base layer: ‘I just wanted to drop you a quick line to say thank you for the fabulous wool base layer I received some time back. It is absolutely superb and the best performing base layer I have ever owned, and I’ve had a few! The combination of warmth without sweatiness is perfect and I have tested it for several days without washing it and there is no smell or the usual revulsion of a polyester top. I recognise the challenge of it not being recyclable but if the aim is to reduce the impact of clothing, your tops have certainly achieved that and I commend you for your design. I wish you every success with your business and if there is anything I can do to support you please do not hesitate to ask.’ From someone who understands the topic, this is a great compliment and very much appreciated. But my aim is always to do better and keep progressing in the right direction. I tried a few new concepts, analysed the pros and cons and I will be sharing that journey with you in the coming months. Thanks Tim! Sustainability through product longevity by @loomiactive
10
2 months ago
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LOOMI are here this weekend! 🧦⛰️ Designed and real-life tested in Scotland, LOOMI’s premium merino range is built for long days in the mountains, combining comfort, durability and performance whether you’re racing, recceing or recovering. Come and have a chat with the team, check out their range of merino base layers, socks and accessories, and see why so many mountain runners are making the switch. #LakeDistrictSkyTrails #Skyrunning #TrailRunning #Merino #Loomi taken in Lake District National Park by @loomiactive
9
3 months ago
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A beautiful message from our friend and great athlete @jovicaspajic from the Mountains. Good luck with your big race in Canada 🇨🇦 🗻 @the_divide200 @sinister_sports #200miles #inmyloomi by @loomiactive
6
3 months ago
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“You need to get out of the running market.” That’s what I was told this week — it came from a good place. Supportive advice: that a Loomi is for anyone who spends time outside, not just runners. And they’re right, it is. But here’s what I keep coming back to: I started Loomi because of running. Not just offering a different product, but a belief that running can change people’s lives — and that the gear can be part of the enabler. The whole experience: so the moments become the point, not the kit itself. So no — I’m not getting out of running, even if stopping might seem like the easier option, a bit like running: the moment you most want to stop is the moment to find the strength to push through. I’m away to pack up the stand to head to the @lakedistrictskytrails. If you’re around, please do come in for a look at LOOMI; you might find it’s for running, but not just for running, or runners for that matter!!! What else do you use your LOOMI for and are you even a runner? #trailrunning #microbrand taken in Great Langdale, Lake District by @loomiactive
12
4 months ago
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