Certain people, brands, or other life cases have emerged OUT OF THE BLUE. When taking a closer look, there’s a long journey that lets them walk the path leading to where they are now. Today: the story of CEDRIQUE LOYSON, founder of LOYS.LAUNDRY. Cover image: courtesy of Loys.Laundry
IN CONVERSATION WITH CEDRIQUE LOYSON, FOUNDER LOYS.LAUNDRY
At age fourteen, Cedriqye Loyson had her first job in fashion. While many of her friends had interned at nursery homes, she had one goal: to enter the fashion industry – and there was no time to waste. And so, she applied for a job at one of her favorite boutiques in Maastricht and got hired. Folding clothes and taking care of the lunch were her primary tasks, but she loved it, nonetheless. While daydreaming of a future in which she could afford the clothes she was selling, a seed was planted. The fashion industry was where she felt like a fish in the water. It marked the start of a soon-to-unfold career.
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Her career path didn’t go as straightforward as one might expect. After high school, Cedrique studied hospitality management at The Hague, followed by a master’s in marketing and sales. Not much after the start of her master’s, she knew it wasn’t her path. “I felt I had to quit, and so I did.” A true go-getter, quitting isn’t in her vocabulary, though, and she applied for a master’s in fashion communication and marketing in Barcelona instead. Everything clicked from there. “During my master’s program, I wanted to participate in a market event and submitted a conceptual plan centered around custom-made blazers. I was chosen, so I needed someone to bring my designs to life.” Not much later, she crossed paths with Raphaella Santana, who encouraged her to explore sewing and offered a spot in her atelier and store to set up a sewing machine.
Taking her advice, Cedrique asked for a sewing machine for her birthday and started renting space in Raphaella’s atelier. “Since then, I dove into the world of sewing tutorials, taught myself how to sew, and endlessly scoured markets for the most beautiful second-hand men’s blazers and materials. I developed the concept of only selling second-hand blazer into Loys.Laundry.”
Is there anything or anyone that inspires you heavily?
“Well, there isn’t that one person who inspires me the most. I draw inspiration from different things and people. However, there are certain people whom I genuinely admire, such as Marine Serre, Suzy Menkes, and Edward Enninful. They all inspire me in their own way.”
What has driven you to start Loys.Laundry?
“Starting Loys.Laundry was like putting together a puzzle from my passions and life experiences. It traces back to my early fascination with blazers, from a sense of insecurity about my body at a young age. The idea of concealing insecurities with a blazer appealed to me, as it provided a sense of comfort. As I grew older, my interest in second-hand clothing grew. During my bachelor’s thesis at the Hotel Management School, I enrolled in a ‘Sustainable Fashion’ course at Akademie Vogue. This course confronted me with the harsh reality of the fashion industry, marking a turning point in my abandonment of fast fashion.”
“Shortly afterward, I took a six-month break from school and was encouraged to find a hobby. While I immediately knew it had to involve clothing, the big ‘aha’ moment hit when my mom asked me, ‘Why do you buy so much? Even if it’s all second-hand – why so much?’ It got me thinking, and I quickly concluded that my real passion was the search process, the vintage hunt. My mom’s question evolved into a suggestion, ‘Why don’t you search for others?’ That’s when everything fell into place: a hobby, inspiring others to buy and wear second-hand, and clearing out my growing closet of men’s blazers while expressing my creative side. I launched an Instagram page called Loys.Laundry, initially selling second-hand men’s blazers. I never intended to customize the blazers or turn it into a career. However, it led me to where I am now.”
How did your years in Barcelona influence what you do today?
“They were very influential in shaping what I do today. Living in Barcelona was a game-changer for me. The lifestyle there is much more relaxed and less hectic compared to Amsterdam. It was valuable, offering the space to think creatively and do what I love. In Amsterdam, life is more rushed and fast-paced, which I can find challenging.”
Being in the picture and launching a brand can be frightening. Were you afraid of failing or spreading the word?
“I found it very frightening, and I still do at times. Creating a collection is very personal; in my case, it reflects a part of my identity. So, if people don’t like it or it doesn’t resonate, it can feel like a personal rejection. So, the fear of failure and the vulnerability of putting yourself out there can be overwhelming.”
“CREATING A COLLECTION IS VERY PERSONAL, AND, IN MY CASE, IT REFLECTS A PART OF MY IDENTITY.”
Cedrique Loyson
Have you always thought of yourself as a fashion designer?
“I find that a tricky thing to say. As a child, I had big dreams and was always involved in creative activities. However, I can’t say I specifically aspired to be a fashion designer. My sister once said, ‘I am not a consultant; I work as a consultant,’ and that sentence has stuck with me.”
“Loys.Laundry is still in its startup phase, so I’m more focused on building a brand. It doesn’t only involve designing but also aspects like branding, marketing, events, and sales. Even though I particularly enjoy the design aspect, being a part of every facet of building a brand brings me excitement and fulfillment.”
How would you describe Loys.Laundry’s aesthetic?
“In a nutshell, I’d say clean with an edge.”
How do you generate ideas and bring them to life?
“Talking about my creative process, I’m always reminded of Austin Kleon’s quote: ‘Creative people need to sit down and do nothing.’ In my opinion, that’s true. When I lived in Barcelona, I used to take time to do nothing. I would sit on a bench by the sea in the morning and soak in ideas. Now, back in Amsterdam, I’ve swapped sitting for walking. My monthly visits to flea markets help, too. I don’t go there for the clothes but to discover materials and draw inspiration instead. Each of my collections starts with materials found at these markets. For example, I bought a bag of old keychains at a flea market and incorporated them into a blazer. I got the idea to use these keyrings in my collection. It’s a timeless material that stands the test of time.”
“Once I know the materials, I draw inspiration from people on the streets, dig into old runway shows and archives, magazines dating back to the 80s and 90s, and art. From here, I think of an overarching concept that resonates with my belief that endless garments deserve endless stories and aligns with my brand aesthetics and values, including genderless and versatile designs.”
“When I have a clear concept in mind, I start sketching. However, these sketches aren’t very technical; they’re more for my imagination – they are a crucial part of the process. Afterwards, I start experimenting in my studio. From there, a basic design emerges that captures the essence of the concept and the characteristics I envisioned. I usually create three variations of each design.”
Are there the rules or rituals you live by?
“I’m not a stickler for structure. I create to-do lists, but unfortunately, they tend to be unrealistic and change throughout the day. What does bring order to my life are smaller rituals. For instance, I start every day with a slice of banana bread, one date, and a coffee with oat milk – no more, no less. I only drink warm water instead of cold and take a magnesium pill every night. In the summer, I make exercising at a nearby park a daily ritual. It keeps me sane.”
What insight or advice has been determinative for where you stand right now?
“I was once introduced to the metaphor ‘watering the plant.’ This metaphor highlights the importance of investing our time and energy in things that truly give us energy and contribute to our growth, much like how we selectively water the plants we want to flourish. It reminded me to focus on nurturing my true self rather than conforming to the version others want to see. I’ve taken that to heart and try to remind myself daily.”
“BEYOND PROFESSIONAL ASPIRATIONS, I LOOK FORWARD TO THE SIMPLICITY OF LIFE, LIKE A HAPPY HOME AND FAMILY.”
Cedrique Loyson
Is there anything you would like to say to your younger self?
“There’s much I’d tell my younger self, particularly about insecurities. Looking back, they weren’t worth the worry. I’d emphasize, “Don’t be so hard on yourself and don’t shrink yourself smaller than necessary,” although I still remind myself of this. Also, I’d encourage myself to pursue my dreams and go all-in.”
What excites you most about the future?
“I believe there’s a whole world of possibilities ahead. I always try to hold onto this belief. I dream big and hope to take many more steps in my career. I aspire to establish Loys Laundry as a globally recognized luxury fashion brand that ultimately sets the new standard for upcycling. Beyond professional aspirations, I look forward to the simplicity of life, like a happy home and family.”
