In Pictures: Loop Generation opens Mini Loop in Chelsea

Loop Generation, the pre-loved designer fashion platform backed by fashion retail entrepreneurs Touker Suleyman and Tom Singh, has opened its second store in Chelsea, this time dedicated to designer baby and childrenswear. 

The opening of Mini Loop follows on from the arrival of the first Loop Generation store in April 2022. It offers a range of high-end, pre-loved fashion for babies and kids from marquee brands such as Baby Dior, Bonpoint, Burberry, Chloé, Dolce & Gabbana, Fendi and Gucci.

To keep little shoppers amused in-store, cartoons from the 70s, such as Tom & Jerry and Scoobie Doo, are being shown on old-school monitors. The retro touch also allows parents and grandparents to revisit their childhoods and is designed to act as a counter-point to toady's fast-paced, internet-driven technology.

Based at 303 Brompton Road, the store is the first in the capital dedicated to high-end, pre-loved luxury items for babies and children.

Loop Generation was founded by Ewa Kozieja and Piotr Krzymowski in 2019; the pair had met seven years earlier and bonded over a shared love of contemporary art, the virtues of fashion and concern for the environment.

Touker Souleyman, whose Low Profile group owns Hawes & Curtis and Ghost, and Tom Singh, founder of New Look, backed the business in 2022 while helped to enable the opening of its physical retail stores.

Loop Generation estimates there are £30 billion worth of unworn clothing hanging in UK wardrobes alone. The Loop Generation website offers a selection of unworn items, alongside the pre-loved offer, as well as unused beauty products.