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Posted on August 27 2010

New local label Loobie's Story is embracing the knowledge and experience that comes with age, both literally and sartorially - their slogan being "A Life Well Lived". Laurinda Sutcliffe launched the brand with her husband after finding her life story taking an unexpected turn last year when she was made redundant from her role at High Society. Sutcliffe, who is in her mid-40s, says the brand is for women having great, full lives; those with experience. She thinks of it as appealing to women aged 10 years either side of her, those who want a wardrobe that can multi-task across busy lives. Sutcliffe isn't focusing on trends with Loobie's Story, but aims to keep clothing fun and colourful as opposed to classic.

excerpt from an article by Zoe Walker  for Viva

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