loamwear
Loamwear
The oat jacket drop sold out in 41 minutes.
Business
Linen clothing, online and at the Saturday market
Platforms
Instagram, TikTok
Timeline
Ten days before the drop
Service
Creators and launches
Year
2026
Tap to skip ahead, hold to pause.
41 min
to sell out
Reel · The cutting table, Oct 3
The brief
Loamwear makes linen in small runs and had always guessed how many to cut. Theo wanted to sell a limited drop without paying for ads, and to know the demand before cutting.
What we posted
Ten days of stories from the cutting table, a countdown sticker for the drop, and an early list for anyone who replied to a story. Two local creators wore the oat jacket for a week before launch.
What happened
The oat jacket sold out in 41 minutes. The early list told them to cut sixty, not forty, and the next drop was sized from the replies alone.
“We stopped guessing how many to make.”
Theo Marsh, co-founder
Next case
Crumbline Bakery ›
Sold out by 10 am, nine Saturdays running.