"Since its founding in in Antwerp in 2016, Loop has become a best-selling, highly imitated earplug brand, racking up collaborations from Coachella to McLaren to Swarovski. When Bodewes and O, childhood friends who bonded over a mutual love of music festivals and motorcycles, began suffering from tinnitus in their late twenties, they found a gap in the market for affordable but stylish earplugs."
"A pair of Loop earplugs, which look like sleek earbuds, cost between $24 and $64, are made for three different settings-loud events, focusing and a quiet night's sleep-similar to the way Apple's AirPods allow users to toggle among transparent, adaptive and noise-cancelling. Loop initially caught on with concertgoers, but its current success lies in its marketing to English-speaking countries and a pandemic-induced decision five years ago to "reposition the brand from 'protecting your ears in style' to 'your life, your volume'," says O."
Loop was founded in Antwerp in 2016 by Maarten Bodewes and Dimitri O after both developed tinnitus from years of attending loud concerts. Loop generated about $220 million in revenue last year, with nearly half coming from U.S. sales. The earplugs resemble sleek earbuds, cost $24–$64, and offer three settings for loud events, focusing, and sleep. The brand secured collaborations with Coachella, McLaren and Swarovski. Loop shifted its marketing five years ago to emphasize 'your life, your volume.' The company sold mainly direct-to-consumer until recently, when it expanded into big-box retail.
Read at Forbes
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