The HUB 2024 features a curated selection of brands from The Netherlands and Belgium. This edition, all participating brands automatically competed in the Nespresso Talent Support Program, which grants the winner a solo spot on the AFW Edition 2025 schedule, powered by Nespresso. From the 10 selected candidates, Loys.Laundry took the well-deserved crown.
On the opening day of The HUB by AFW, the panel of seven jurors reviewed the group of 50 brands, artists, and designers, ultimately choosing 10 finalists to compete for the top prize the following day. Additionally, Nespresso judged each and every participant on the following key criteria: sustainability, innovation, circularity, originality, and creativity. From this evaluation, they selected five standout brands to be showcased on the Nespresso website. Here they will be given a platform to further communicate their core values.
On September 5th, Nespresso selected five exceptional brands—La Tribeau, Kemkes, By Goldiie, Abel, and Loys.Laundry—to be featured on their website. These brands competed fiercely yesterday for the winning spot. After careful deliberation with the jury members, Nespresso awarded Loys Laundry the top prize in the Talent Support Program. Known for creating unique designs with versatile features, Loys.Laundry focuses on upcycling suits, driven by the belief that timeless pieces deserve endless stories. This philosophy aligns perfectly with Nespresso’s commitment to sustainable practices.
Image by Philip Boakye via YOUNG / The Agency
