Shockem Digital Magazine

Lookbook
2022
1

Contents
Meet the Founder
4-5
Interview with Eliza Loftus
6-7
Red Skull Shoulder Bag
8-9
Green/Pink Fluffy Bags
10-13
Leopard Print Bag
14-15
WELCOME!
Shockem is a handmade clothing business that sells a variety of
items from bags, accessories and clothing. Each item is carefully
stitched by hand meaning no two are the same, making the
product unique to YOU, the customer.
Blue Picnic Bag
Scrunchie Looks
Cottagecore Looks
16-17
18-27
28-33
We think shopping handmade is so important for our environment.
Fast-fashion is plagueing our planet and is one of the main
contributors to global warming. Your contribution to smaller
businesses means a lot to us, and allows us to continue sharing
our creations with our customers, helping to reduce our environmental
impact on the planet.
More Products
2 3
34-35

MEET THE FOUNDER
Let me introduce myself,
My name is Eliza Loftus, I began
this journey in 2020 when
the world went quiet during the
Covid lockdown. Inspired by my
mum, a clothing manufacturer,
she upcycles old clothes and
turns them into something new.
I was always fascinated by this
process, so I practiced with a
needle and thread, and soon
moved on to a sewing machine.
The rest took off from there.
The name ‘Shockem’ came from the idea behind being shocked at how
exciting it is to bring old fabric to life again. I’ve been able to create the
most fashionable accessories from bags to hair accessories, following the
latest trends and not following the fast-fashion market who mass produce
clothing at a phenomenal level, soon falling out of trend and most items
ending up in landfill.
I was shocked to discover that 92 million tonnes of textile waste come
from the fashion industry annually and is predicted to increase by twofold
by 2030!
I want my business to influence handmade fashion and show off the craftsmanship
that goes into my work. There’s something special about shopping
from smaller businesses because you’re purchasing an item unique to
you, as well as lessening your carbon impact on the planet.
A special thanks to the photographer and editor behind this look book,
Jon Leeming, also to Isabelle Craven, who modelled the collection. Without
you two, this magazine wouldn’t have been possible.
I hope you enjoy reading the first issue!
Love Eliza X
4 5

Why is it better to make handmade
items?
It gives more life to things and I find it
more meaningful. It definitely makes me
feel more environmentally friendly. The
materials I use are from vintage clothes
so it’s nice to re-purpose and turn something
old into something new.
What other businesses inspired you to
start Shockem?
My friend has a business called Plastic
Flowers. It’s all beautiful, handmade
jewellery. She’s one of the top sellers on
Depop now so she’s inspired me because
it’s great to have your own business
and see it grow.
Shockem is a newfashion
business
that sells handmade
items such as bags,
accessories and is
now expanding to
clothing. The founder of the
business, Eliza Loftus, talks
with Jonathan Leeming about
all things fashion, sustainability,
the issues with fast fashion and
why shopping handmade is the
way forward!
When did Shockem begin?
It started in the lock down in 2020.
I was inspired by my mum who’s
good with a sewing machine. She
was making cushion covers and I
thought I’d try something different.
Originally, I was going to make dog
bandannas but, I didn’t like the idea
in the end so I started making headbands
and then went on to scrunchies
and bags.
Where did you learn to sew?
I’m self-taught mostly. My mum
helped me in the beginning but I
soon picked it up with lots of practice.
Youtube was a massive help
too! I think I spent many hours sewing
during lock down, but it paid off.
Where do you source your materials?
Some of it is vintage materials. I also
get my fabrics from a shop in Burnley. It
goes really cheap too which is a bonus. I
also recommend going to car boot sales
because you can find some good quality
fabrics for a bargain. Ebay is also a good
place to source materials.
What was the inspiration behind your
business?
My mum. She has her own vintage shop
in Hebden bridge where she sells old
clothing. I like the idea how she brings
something old back to life again.
How come you decided to go with a
no returns policy?
There’s a lot of scam artists out there
which I didn’t realise until I started the
business. Some customers would tell me
they never received an item yet, they
posted photos with my items on their
page so that made it a bit obvious.
It’s a shame when people lie because
I lose money and waste my time with
materials making it again. It’s also
better for the environment because
people aren’t using excess packaging
and it helps contribute to less carbon
emissions with all the transport during
deliveries.
What packaging materials do you use?
I use recycled paper to wrap my items
and sometimes recycled plastic. I try to
avoid plastic where I can. I also get my
stickers printed which are biodegradable
from a company called Green Lemming.
Any tips for other businesses starting
out?
Try your best to be sustainable. It’s always
going to be better starting small
and develop a business model that aims
to be sustainable. Larger businesses in
fast fashion like Pretty Little Thing overly
mass produce their items that’s excessive
and doesn’t help the environment.
Any plans for Shockem in the future?
I’d love to open my own shop one day
and collaborate with other brands. I’m
also wanting to focus on making more
clothing like tops and pants so I’ll be
getting my practice in.
‘HANDMADE GIVES MORE
LIFE TO THINGS AND I FIND IT
MORE MEANINGFUL’
6 7

Red skull shoulder bag, £17.00
8 9

More colours available
Bright green fluffy bag, £18.00
10 11

Pink fluffy bag, £17.00
12 13

Leopard print shoulder bag with metal clasp, £21.00
14 15

Blue picnic fruit shoulder bag, £17.00
16 17

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Black skull scrunchie, £3.00
White skull scrunchie, £3.00
20 21

White and black bat scrunchie, £3.00
White skeleton scrunchie, £3.00
22 More colours available
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Silk, satin scrunchie, £4.00
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Purple ghost scrunchie, £3.00
26 27

Brown flower headband, £5.00
28 29

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Coquette/cottagecore shoulder bag, £20.00
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More Products
DID YOU KNOW?
DID YOU KNOW? All of our bags come fully lined with
custom sized straps!
Cat scrunchie, £3.00
Skull bag, £20.00
Also available in:
French toile bag, £20.00
Ghost scrunchie, £3.00
Also available in:
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*Disclaimer: Free UK P&P*
Cow print bag, £20.00
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International shipping prices may vary

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@sh0ckem