What’s Up With Lookfly?

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Wondering what’s been going on with Lookfly lately? You’ve probably heard about our new connection with VC, our new products, and the gentle stirrings of change – but what does it all mean?

Steve Giguere, the founder of Lookfly, explains it all here. The best way to look forward to a new year is to start by looking back and seeing where we’ve come from. Read Steve’s message below!


My name is Steve and way back in 2001 I was lucky enough to have founded Lookfly. It’s been a while and Lookfly has seen many changes over the past few years and more specifically the past few months. We have rebuilt the Lookfly crew, product line and structure – and I couldn’t be more excited. Here’s how we got here.

Let’s skip back to 2009 (we were 8 years old). For a moment in time, wearing a single colour plain jersey with a printed logo was the rage! Lookfly were innovating with our fully recycled high end fabric and 16 colour offerings at great prices!

WOOOOOOooooooooh oh oh….Skip only a few years forwards.

We couldn’t be further from 2009. Full colour sublimation has taken hold and we’ve gone about as far as you can from those simpler days. Beautifully artworked jerseys are now in fashion and are looking here to stay. As one might not understand, making that switch essentially involved a costly complete throw-away and redo of our manufacturing process. Being honest about it, Lookfly wobbled. You may have heard it. Quality was still high but it wasn’t reaching our own expectations on value. New competitors emerged but local loyalty kept us alive and for that we thank you all.

Enter 2015. After a few manufacturing fumbles we were looking for a new strategy and given the exponential growth in Ultimate it made sense to partner up. This May, we did just that.

Some of the players we’ve spoken with hadn’t heard of VC Ultimate before. They are one of the oldest Ultimate companies on the planet starting in 1998 and were the founding fathers of sublimation jerseys, printing sub jerseys for GB back in 2004 when the process was very risky and new. They are ethically minded, promote locally made and their research and development into the highest quality fabrics and fit has always been second to none.

In May, Lookfly and VC Ultimate became Lookfly… by VC Europe.

We have been asked… did VC buy Lookfly? Are we partners? Did Lookfly by VC? What happened is Lookfly is essentially now the European brand of VC Ultimate.

What does that mean for Lookfly and for Europe? Plenty!

Lookfly’s sublimation manufacturing is now cutting edge and ethically minded. VC’s production team has streamlined us and we now even have a VC endorsed new fabric that has just launched. Softer than a unicorns tear brushing a kitten’s hug and coming in at only 110 grams, Lookfly now offers arguably the best, and potentially the lightest jersey in the game. Our jersey patterns are now a direct match to VC Ultimate’s incredibly popular fit allowing for switching between brands. It’s a game changer. Add to that, our range is currently expanding to fully sublimated soft-shell jackets and hooded tops in 2016 with new products being added throughout the year.

Imagine your favourite shirt. We all have one. The one you wear when you have an individual choice whether it be practice or going to the gym. Our aim is to be that shirt. Try us and see.

Let’s start over. Our name is the same but our company, our quality and our spirit is all new! If you were thinking of giving Lookfly a go again… now is definitely the time.

Steve and the team at Lookfly, VC Europe and VC Ultimate
info@vclookfly.com

What’s Up With Lookfly?