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The location plays a big part in the creation of Shrimpy’s; I have lived in Looe for 22 years of my life, and have grown up here with my family. I feel so privileged to be surrounded each day with such beauty that others may have never set eyes on. Upon creation of the brand I needed to find a way to reconnect my design beliefs to the place that I live in and love. I feel so strongly about saving and preserving the area and the coastline that surrounds me; this is what drove Shrimpy’s to be a sustainably sourced clothing company. This will work towards nurturing the attributes that Looe offers for future generations.

Looe is home to many natural landscapes juxtaposing from the soft serenity of the trees swaying in the breeze to the stark lithic sea weathered rocks jutting out into the coastline. Weather is incredibly poignant in Looe as it can change the appearance and setting completely. A walk along the coastal path, on the cliff edge clambering down to hidden caves and coves on a calm day evokes incredible amounts of inspiration, influence and enthusiasm where as upon a stormy backdrop bringing the harsh realisation that the sea does not forsake anyone or anything. The changeability of the panorama is what keeps me captivated and stimulated; I could never get bored with the ever-changing energy.

The preservation of the beauty for future generations is a core belief and an achievement that I wish to create and get others involved in; I believe we can make a difference and get others to join the movement. For me, personally, clothing and fashion is not just about buying a product. There is much more to it, the deeper meaning to Shrimpy’s is finding ways of producing a fashionable garment that reflects and protects Looe itself.



Looe is home to many natural outdoor points of beauty surrounded by rugged cliff edge topography overlooking the waves that lap up onto the rock facia. Along with it’s contrasting and complimenting open green spaces, this is the positive of being situated in a valley. Both seascapes and rural forestry combined are part of Looe’s USP (unique selling point). It’s marine environment goes hand in hand with the cultural distinctiveness of a harbour that has been a working fishing port since pre – medieval times.


Within the locality of Looe, the seas branching off of the coastline are home to a plethora of native inhabitants including dolphins, porpoises, basking sharks, seals and an abundance of fish species. The sea and its native wildlife are one of the key fundamentals that Looe holds today and hopefully for many many generations to come. Although the majority of locals are incredibly proud of our extensive shores and coastline I regard there to be a higher diligence and obligation for us to act collectively and responsively in order to protect and respect our portion of the contentious nationwide issue of marine conservation.

Throughout the Looe Neighbourhood Plan there is vast comprehensive dialog to state that within any future permitted developments habitat and marine biodiversity is to be fully supported within its growth of a marine fishing port. The compilation of this document is to present visions and objectives to fit within the national framework along with the Town Council and community to steer evolution and growth. Policy HBI 1i. and 1ii. is used to safeguard habitats and biodiversity through the constraint of expansion – “minimise impact on and result in net gains to biodiversity through appropriate mitigation and enhancement measure”. Policies protecting the marine idiosyncrasies of Looe provide the legality of measures that must be complied upon, along with this, the comprehensive yet subconscious decisions we constitute ourselves and the hopeful inspirited surge of sustainable business models, we will confidently see an annulment of marine decline which will strengthen the biodiversity and evolution itself not to mention the increased knowledge locally supporting the protection of our coastline.

Under Governments obligations to ‘The Marine and Coastal access act 2009’ Looe Bay forms one of few Marine Conservation Zones (MCZ) along the South East coast of Cornwall, the ecologically coherent network deemed the bay provides a broad scale of habitats and conservation importance.

Emphasis from a young age should be implemented on the vitality of the sea that surrounds us and how with thought and active mindfulness we can nurture and secure its future. The fortuitous captivation of our seascape setting and home deserves to be cherished by all that inhabit with it, not destructed by human intervention.


Shrimpy’s is the outcome of a narrative derived from my life living beside the sea in Looe. Living in Cornwall is often a picturesque existence with ever-changing scenes of beauty along with endless nature and historical sites. I feel that this forms the connection between humans and nature, which I believe to be an incredibly important part of my life and the lives of others. I am aware that the inhabitants of Looe and other coastal towns are incredibly fortunate as there are many children and adults that only get to see the sea, beaches and coastlines on the internet and in their friends holiday snaps but have never seen the real thing. Looking out from the cliff edge into the infinity of the deep blue ocean really holds a distinct sense of freedom. I want to use Shrimpy’s as an outlet to capture a piece of Looe within a garment; these can be shipped far and wide to children that are not fortunate enough to visit Looe. I also wish to use it as an opportunity to preserve and educate around the importance of the Cornish Coastline. My aim is to connect the community that I am within to a larger sector formed of tourists and sea lovers in order to connect consumers with the nature within Looe through a garment designed, created and produced in Looe made by someone who has focused their life around this special fishing town.


In order to create awareness around sustainability and its positive effects on our environment it is imperative to address the issue in differing ways with varying age groups, starting with children. I believe that it is incredibly important to teach children from a young age about their natural surroundings and how to protect the area that they live within.  

Generally the younger the age the less knowledge or understanding they will have, this means that information and facts have to be taught or displayed in a fun way to engage with them. Shrimpy’s aims to use the ‘vehicle’ of a sustainable clothing production brand to exemplify in little or great detail (dependant on the age group) about the effects our buying habits have on the geographical location that we live in. In order to start this off, Shrimpy’s will be producing information packs for children of a playschool age; these packs will get slightly more advanced for each key stage. Initially it will be captivating to teach the children what types of sea life they can see on a day out at Looe Beach. Colouring pages with key facts and other visual aids will be used to retain their concentration and interest around the subject. The children that inhabit Looe are very fortunate to live amongst such extensive marine diversity; this drives the importance of giving them as much knowledge as possible when growing up alongside the sea.

How do sustainable business models aid the marine environment?

Although the ocean may seem like an infinite resource, alas the truth is profoundly different. Pollution and the exploitation of natural resources have been shown to be under extreme stress reducing the natural biodiversity. A part of life that we seem to take for granted is in fact a key fundamental for our health and general well being. Around 50% of the 300 million tonnes of plastic produced is single use (Anthesis group stats) with 32% unrecoverable escaping into our natural ecosystems, predominantly our oceans. By establishing micro brands that are based upon a sustainable model supporting and encouraging the use of recyclable packaging and fabrics along with compostable components that identify as being part of the circular economy model we can reduce and in the future hopefully eradicate plastic pollution within our seascapes. The circular economy model that Shrimpy’s has been designed around is: