On the list of brands that will launch at Playtime Paris at the end of the month, Loud Apparel caught my eye. This young and fun line was created 3 years ago by Serena Di Scalzo, an Italian designer based in London.
“The name LOUD came out because it translates the philosophy of the brand, a brand that wants to stands out, to be noticeable and more specifically because we are talking about children and children are loud, noisy and thunderous!” comments Serena . “I am Italian and I live in London, so the brand is an amalgamation of London’s creativity and Italian minimalism + craftmanship. The collection are created between London and Italy and we always select the best italian textile suppliers…”.
Serena came to London many years ago, when she was a young, rebellious and “a free spirit girl”. Pisa, her hometown, was starting to be tight for her and she was dreaming of new experiences, new adventures. Despite its sometimes too frenetic aspect, London became an addiction for Serena who never went back home. “London is a trap believe me! Time is never enough and everyday you have to run about madly to achieve your goals. But it has a magical power, it is a fascinating place, very inspirational!”
In London Loud Apparel is on display at TinLid (96 Bermondsey Street, LONDON SE1 3UB) and Quirky Collective (online). The line is also available in Japan, France, Italy and The Netherlands.