Loom & LapelFounding Story and Commitment to Honest Writing
Loom & Lapel started because one too many fashion articles turned out to be a press release with the logos quietly removed. The frustration wasn't with fashion itself, it was with coverage that never named a source and never admitted when it got something wrong.
So we built a small newsroom in Leeds around a simple rule: every claim needs a source you could actually check, and every writer's name goes on their own work. We talk directly to designers, buyers and tailors instead of rewriting their marketing copy, and a second editor checks every draft before it goes live.
We don't take payment for a better review, and when a sponsored post does run, it's labelled clearly as one. If we publish something wrong, we correct it in the open within 30 days, because a correction log you can't see isn't worth much.
How We Report on Clothing
Named Writers Only
Every article carries a byline you can look up, not an anonymous contributor ID.
No Pay-To-Rank
Brands cannot buy a higher mention or a better review inside any guide on this site.
Leeds Newsroom Grounding
Reported and edited from our Kirkstall Road office, not outsourced to a content mill abroad.
Public Correction Log
When we get a detail wrong, we fix it and note the change openly on the article.
Reader-Led Topics
A good share of what we cover starts as a question a reader actually sent us.
Fixed Publishing Schedule
New guides go up on a set weekly rhythm, so the archive keeps growing predictably.
Editorial Independence
No brand can buy a better mention or a higher spot in any guide we publish. If a post is paid, it says so clearly.
Direct Sourcing
We talk to the people who make and sell the clothes rather than rewriting someone else's summary of them.
Reader Accountability
Questions from readers shape a good share of what we cover, and we answer most of our inbox ourselves.