Co-founders Dimitri O and Maarten Bodewes started Loop over their shared love of music and long-time suffering of tinnitus. They were keen to start protecting their ears when going to gigs and clubs, but they didn’t find anything stylish enough for their needs. So having both studied engineering, the pair set about creating an earplug that delivered protection, comfort and style.

“Part of Loop’s genius is that [the market] wasn’t necessarily missing anything per se, people weren’t sitting there saying, ‘I wish I had a stylish earplug for this moment.’ But Loop just went and invented it and now it’s one of those wonderful things where you think, ‘How could I be without this?’” Rob Weston, VP of marketing at Loop, tells CR.

Weston, who joined the team in January having previously been at Asda, Beauty Pie and Samsung, summarises Loop as: forward-thinking, design-led and modern. Combining design, innovation and function from the outset, Loop has elevated the category to be more inclusive and “reduce the stigma and increase the fashion credentials” of a relatively boring product doing an important job.