The Perfect Waist Cincher for the New Year

Loom Launches New Reversible, All-Season Belt Line

MILL VALLEY , CA ( January 7, 2005 ) - Looking for a belt that's colorful, durable, chic and can be worn year round? Look no more! Loom , an accessory company located in Mill Valley , California , launches a new classy line - the Loom Belts , which are being launched at the Atlanta International Gift & Home Furnishings Market this month (Building 3, Booth # 4-111).

Made for both children (suggested retail price $18) and adults (suggested retail price $28-32) the belts are available in eight show-stopping reversible colors - avocado green/robin's egg blue; red/mandarin; avocado green/yellow; pink/mandarin; lilac/avocado green; pacific blue/khaki. Loom floral print in red/turquoise and in pacific blue/ivy green - and can be worn by male and female fashion aficionados. Made of ballistic nylon, the unique design offers a belt without holes. Made of brushed nickel, the buckle and military style "D" ring fastener allow individuals to pull the belt through for easy tightening. The belts are available in two sizes for children and two sizes for adults - small/medium and medium/large.

Always fashion savvy and innovative, Loom Founder and Designer Johanna Leestma La Fleur originally designed some belts for herself, and while wearing them began receiving many compliments. La Fleur then decided to add a belt line to Loom's Spring 2005 collection and test the market with this great, inexpensive item. "We've had a powerful response to the diaper bag colors and fabrics. Likewise, belts are a durable, fashionable and inexpensive accessory," says La Fleur. "Belts are a great mark-up item for retailers. They are a quick, easy sell and perfect for the year-round market."

Launched in 2003, Loom is an accessories and lifestyle company that debuted with its stylish and functional diaper bags and purses, including the Marsupial diaper bag and the Watermelon, a simple grab-and-go clutch. The Bandicoot was introduced in 2004. Loom's audience, Gen Xers and soon, Gen Yers-as well as their Baby Boom parents-expect versatility, strong design, and superior functionality in all their products.  Though Loom customers might include grandparents, aunts and girlfriends of the new mom, the core buyer is mom herself. The products are available at a variety of stores throughout the nation. For store listings and show information, call Loom 415.381.2820 or visit the Loom web site at www.loomlife.com . Loom printed textiles and bags are designed in Mill Valley , California , and are produced in China .