I quite often get asked how we come up with our own very
distinct look. To be honest the way we design our products and
style our photos is pretty uncontrived and is just our own view
here of how we see the world. Laid-back. Characterful. Sometimes
elegant. Sometimes classic. Insanely comfy. Often even a bit messy.
But it's really a look that comes with having the real world in
mind and how we actually live our lives.
How many of us these days have the time to make a pristine bed
every morning complete with perfectly ironed sheets? Cue a deluge
of emails saying you do! But for most of us it's more a question of
chuck the duvet on, give the pillows a quick seeing to and get
ready to trot.
That's why, when we initially decided to change our name from
The Sleep Room (we'll be moving to Loaf.com in
October), we thought Loaf would be the ideal name. Not only is it a
nice word, but the idea of schlepping around in a snug bed or on a scrummy
to sum us up perfectly.
We can't promise that we will make our own beds every morning,
but rest assured that anything we offer will always be true to our
Loaf look, well-built and often showing lovely signs of the
individual's hand that made it.
Check out our Product Stories
pages where you can read about the wonderful families around the
world who make our gorgeous wares. From our friends up in
Nottingham making our upholstered beds and
Sandeep in India making our day beds and
drawers. All of them subscribe to our Loaf values. And all of
them get up every day to make the most gorgeous products which I am
very proud of. Just don't ask them if they've made their bed!
Charlie & The Loafers