Loft55: An interview with its creator, Ali...
- by The Lioncub
- Nov 28
- 4 min read
You may have seen on instagram, and maybe on the internet, the Loft 55 clothing brand. I met its creator Ali to understand how David's approach to music helped him in developping his own clothing journey...
1) Hello Ali! Thank you so much for joining us here on the Blog! Can you introduce yourself and tell us your first memories with music?
Hey Artur! Thank you so much for having me. It’s a huge honour to be asked. I’m Ali, the creator of LOFT55, which is my clothing label set up in 2018 to celebrate the spirit of physical community. Dance music plays a big part in all of this, especially the dancing with other people element.
In light of this I’d have to say my first real memory comes from hearing ‘White Lines’ by Grandmaster Melle Mel when I was 14 years old. I’d just received my first Sony Walkman and a friend put it in my player. From that moment onwards dance music has been my thing in all its various forms, as long as it has a funk spirit to it and it's good for dancing too!
2) And then, there was David... How did you discover him and what made you fall in love with his musical journey? Did you go to the loft and met David? Tell us all about it!
Ah yes, the godfather and originator of the art of bringing people together through good spirt and good music.
I discovered David later on in life (early 40s) while enjoying a dj set by Greg Wilson at a UK festival called Bestival in 2006. I’d been djing a while in Brighton and was naturally attracted to hearing both old and new music played together. Most of which being completely new sounds to my ears. This lead on to some investigation work online which ended up unearthing a site called DJ History. There I found out about David and The Loft. The whole concept and purpose feeling absolutely perfect for social engagement. Sadly, I never met him. However, I did attend one of The UK Loft Parties in London, but, sadly, he wasn’t in good enough shape to travel.
3) You took your journey one step beyond then by launching Loft55, how did that happen?! Can you present to us a few of your last creations? What's the philosophy behind Loft55?
When I retired myself from djing and putting on parties, I was simultaneously getting back into clothing. Primarily for personal use at first, but then I decided a new creative venture was in order. However, it had to have a purpose and a positive message behind it. This is where the influences around The Loft and physical community came in. Alongside this a trip to Vietnam with my wife was a big moment. Realising The Vietnamese put their past in the past was something I wanted to incorporate as a positive. Hence 55, the year north and south Vietnam split.
In the UK we were going through Brexit which was very divisive. My thinking being, if The Vietnamese can overcome something as hard as a war then why not spread the message? I chose this through clothing with the LOFT55 stamp. In The UK things are tough again with all the political stuff that's raised its head. Another moment to celebrate physical community even more in my view.
4) What were the hardest moments you experienced during the last few years? If you had to help someone wishing to launch a new brand, a new product, what would you recommend?
Without question it’s been the drop off in people’s disposable incomes that’s required to keep something like what I do going at my level. I went into LOFT55 as a side hustle then the opportunity presented itself to go all in. This lasted for almost 3 years. However, what savings I had to support the business would get eaten away consistently. Then, in 2024, I pulled the plug and said that’s it. But, after self-funding a return through other work, I kickstarted LOFT55 up again. My view being it’s a lifetime commitment supported by my own investment where I can.
The hardest part? To be honest I don’t really see anything hard about any of this. It’s all a pleasure come either the rough or the smooth. It’s a long player, not a race to make an income. I suppose this is the advice I’d share with anyone at this level. Enjoy yourself, have a purpose behind your creative output and enjoy what comes your way. Especially if you get to interact with people along the way. It’s a beautiful thing.
5) What's next for loft55?
I’ve never really had a set plan. When Colleen posted on her socials a picture wearing her LOFT55 hoodie, it wasn’t a prerequisite to do with any plan that would lead on to something else. I tend to operate with an organic approach. See where things lead to and take it from there. I hope in some small way this mirrors the spirit of The Loft and David’s stewardship in keeping it underground.
If pressed, I'd love to see how LOFT55 feels if it makes it a whole 10 years which isn't too long now. Not bad from an idea cooked up in my parents bathroom and from someone who basically makes everything up with no real formal background in any of this!
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