During the last edition, the young company launched LIVELEFF a beautiful first collection of linen curtains. The company is therefore busy expanding further and at the upcoming edition LIVELEFF returns with even more inspiration in natural curtain fabrics. Team InCoDa interviewed owner Pope Leffring about the young company, how the launch went and, of course, their collections.
For those who don't know you yet, who is LIVELEFF?
“The name LIVELEFF reflects some ideas: linen is alive and dare to choose natural and sustainable fabrics. Have the guts! We are also a small family business: Pope, Thom and Jildou Leffring.
We started developing colours and yarn. A good stock forms the basis for LIVELEFF, to which we came up with a concept with a package of swatches, ‘curtain patches’ by colour and show strips.
LIVELEFF is unique. Our concept is niche. We have put together a high-quality and sustainable collection. Most importantly, it is a collection with a ‘face’! So besides the basic linen quality, there are also distinct qualities: wool and hemp.”
How important is sustainability to you?
“The nature collection is focused on sustainability. We pursue a ‘no waste policy’. With Belgian linen, for example, residues are collected and recycled into paper or insulation material, among other things. The flax plant is by nature an ecologically responsible choice. This is because the plant only needs rainwater, so no additional irrigation is necessary. Flax is also naturally degradable. Moreover, all parts of the plant are used. The linseed is used for the next flax season, but also in food or cosmetics.
To present the curtains, we use robust yet elegant curtain racks. These racks are made from waste wood. We as a wholesaler are further engaged in contacting parties, where the residual waste can be put to good use.”
How did you experience the introduction at InCoDa 2022?
“My son Thom and I went in ‘uninhibited’. We just felt like showing our stuff and were also quite proud. After three-quarters of a year of developing, collecting and stocking, we were ready to ‘present’. We had the perfect opportunity to do so at InCoDa 2022. It was a success from moment one, the Sunday. We scored many new addresses and even found new dealers right away: beyond expectations!
The reactions were very nice and positive. In addition to the physical shops, we also met with several interior designers, whom we visited in February. The great interest does teach us that we will have to come with three people for the next fair.”
What is your most popular product?
“We have since arrived at a balanced, compact collection with natural fabrics: wool, hemp and linen. LIVELEFF lives differently. The collection has a beautiful, luxurious look: curtains with a beautiful look and a beautiful story. The fabrics in this collection are made in Europe. Linen predominates here and comes from Belgium.”
What does your production process look like?
“Belgian linen (derived from the flax plant) belongs to the higher-end fabrics. The best flax grows between Caen in France and Amsterdam. The flax is harvested in September after a growth and flowering period of about six months, after which processing of the fibre begins. The so-called ‘scutching machine’ extracts the fibre from the stem of the plant. What remains is ‘hewn’ until only the pure fibre remains. Next comes the spinning of the yarn.
Our manufacturer works with several spinning mills to always select the highest quality yarn. All yarns are tested for moisture content, tensile strength, evenness and colour before use. In the weaving mill, the first step is to fill a loom with warp yarn, after which slats, siphons and a reed are added. Weaving is a delicate process, with a central monitoring system closely monitoring the activity of the looms and weavers.
After weaving, the shearer removes remaining impurities from the fabric. After this, the fabric is refined; where the cloth undergoes various treatments of washing, bleaching and dyeing. Quality is central to the production process; this is rechecked after each step. In short, linen undergoes a skilled production process before it reaches LIVELEFF.
Between us as a wholesaler, there are short lines of communication with both the manufacturer and the customer. The process before and after us, we follow closely.”
You are probably also busy in the background right now setting up various communication channels. When can interior design professionals follow your developments?
Now that the nature collection is standing, we are expanding. LIVELEFF is new; our name has yet to be announced. My daughter, Jildou Leffring, is busy contacting parties regarding website building and marketing. We plan to launch our website and other social media next autumn: so keep an eye on us!
