EXCLUSIVE: Loop Expands Beyond Earplugs Into Sleep Category
Loop has entered a new category with the launch of its Loop Eclipse sleep mask, the Antwerp-based company revealed on Thursday.
Ten years after its initial launch, this moves the brand beyond its earplugs that continue to dominate the market — with more than 22 million products sold across 150 countries — and collaborations with the likes of the McLaren Formula 1 team, SoulCycle, Paris Hilton, Harry Styles’ Pleasing, Swarovski and more.
The Loop Eclipse mask features complete darkness with its eye cups and modular design for a secure fit to block external light from natural light, streets or screens; comfort with its soft foam eye pads and molded components to contour the shape of the face without pressing on the eyes; stability with its antislip grip zones to keep the mask in all sleep positions and a head strap featuring hook-and-loop fasteners, and a breathable build crafted from a lightweight nylon-spandex blend to keep cool, with detachable eye pads from the mask for cleaning and durability.
Loop is launching a Loop Eclipse sleep mask, adding to its popular earplug offering.
“Many of our customers already use Loop earplugs for sleep,” Dimitri O, cofounder of Loop Earplugs, told WWD. “When we explored why people weren’t using sleep masks, we saw a category with little innovation, a low bar for product design and no exciting brands. It felt very similar to earplugs when we started Loop. So we rethought how a sleep mask should work, feel and look.”
Available in black and teal colorways, the Eclipse, with its scientifically backed SleepScore Validated seal, was created to allow consumers to sleep through anything.
Loop said this category expansion also signifies a broader company shift toward “sensory well-being.” The Eclipse also pairs with the company’s Dream sleep earplugs — Loop also created a bundle as a sleep solution.
“For us, sensory well-being starts with a simple belief: our senses have a huge impact on how we experience life,” explained Dimitri O. “The world has never been louder — pun intended — and we don’t always realize the impact of constant stimulation on our physical and mental health. Hearing damage was an obvious place for us to start because Maarten and I experienced it ourselves. People also understand more than ever how important sleep is to their well-being. Eclipse brings that thinking from sound into light. Dream helps manage sound at night; Eclipse helps manage light. Both reflect what Loop stands for: designing wearables people love to wear; functional, comfortable and stylish.”
Looking ahead, he shared that Loop remains intent on giving its consumers the choice of how they “hear the world, when partying, focusing or sleeping.” And with this move beyond sound into light, the company is starting off with with sleep to grow beyond its signature earplugs and focusing on its overall brand ethos.
And while the company declined to share any other plans for product expansion, Dimitri O. said Loop’s decision on whether to create a new product is when there’s a problem its community of consumers is facing — and if the company can create something better than the current solutions to these issues.
The Loop Eclipse sleep mask retails for $49.95 and is available on loopearplugs.com and Amazon.
