The L sign. For so long it has proclaimed “LOSER”, and it has been handed out to shame losers by everybody from those fools at primary school (of which you may have been one, admit it) to the kids on Glee. But now, L is for Looky Looky. Double L signs for good measure, it signals that you’re part of the Looky Looky Posse, which is definitely bad ass.
Looky Looky is your new favourite clothing line. You might be tempted to call it streetwear but don’t because Luzi, Conny and Julia, the three Berlin-based and self-proclaimed femmes fatales originating the Looky Looky Posse, hate words like “street wear and edgy” even though their clothes surely fit the description. The girls want to change it up with their light-hearted unisex tees – no girly streetwear stuff, just items for people who can Work It. Their T-Shirts are fun and fresh with brilliant cartoon fonts, bright lipstick, gold earrings and chains printed over bold colour. Their lookbook showcases some dangerous girls (and a guy) flashing L signs and matching the tees with dope leggings and kicks as they hang out in a darkened, underground Berlin that is deliciously inviting.
In the lively cut-and-pasted prints, you will find an original feel that is all about making your own style and keeping it fresh. Looky Looky is also about loving your girls: “We are strong through our posse and love. Not through cotton”. And so they are. Their philosophy, CREW LOVE IS TRUE LOVE, is emblazoned on comfortable grey crew neck sweatshirts in block print.
They also say they are “pushing forward the boundaries of girlpower in the realms of design and togetherness”. The Looky Looky Posse is gonna be running things. Right now though, they are still small, homegrown and all about loving their posse. The label began by simply making t-shirts for themselves, and then for friends who’d seen and liked them. So, there’s not much available to order on the site yet as they only really make what friends pre-order, so I recommend you get online join the crew, then party like a Berliner. L for Loud and Living It Up. L for Looky Looky. Remember that.
* Be sure to check out their blog, but be warned: it is all in German. However, for those who can’t understand, don’t let that put you off because you’d be missing out on some beautiful photos (they are big fans of those cyber sampler cameras) that pretty much transcend the language barrier.*
www.lookylookyposse.de
UPDATE: Interview with the Looky Looky girls coming soon!!!
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