Inside Rainbow

Feature Friday: LOFT 604

Today’s Feature Friday is a new Canadian brand introduced to our men’s product offering…LOFT 604.

“LOFT 604 is a Canadian menswear brand inspired by European lifestyle. We want to bring the relaxation and peacefulness of Europe to North America. Think about having a coffee and cigar and drinking a glass of 1977 Chateau Chasse-Spleen on the patio, that is the type of attitude we want to bring to the customer.” (LOFT 604, 2012)

If that doesn’t paint a picture in your head, then you need to feel and see these pieces first-hand. Talk about quality-made sweaters, they feel and look luxurious with classic styling to make it easy to add into your existing wardrobe.

We first caught a glimpse of this line while shooting our Fall/Winter Lookbook a few weeks ago, and our staff couldn’t get over how soft the sweaters felt.

*LOFT 604 Argyle High Collar Sweater 100% Wool $288*

Normally, the idea of a wool sweater brings back itchy childhood memories but LOFT 604’s fine materials calm any scratchy notion you have about wearing them. Most styles are either a mix of 95% Cotton + 5% Cashmere, 100% Merino Wool or 100% Cotton, making it easy to take care of (or when in doubt, send to your dry cleaner).  Merino wool is the highest quality and LOFT 604’s yarns are sourced from Australia, which is the leading merino wool producer. That means comfort and protection from the cold. Check out a few of the other styles we carry in store now:

LOFT 604 Honeycomb Cable Cardigan

Mens Honeycomb Cable Cardigan in Ivory 100% Wool $338

LOFT 604 Herringbone Shawl Cardigan

Mens Herringbone Shawl Cardigan in Charcoal and Navy 100% Cotton $198

LOFT 604 Blazer + Scarf Sweater

Mens Blazer & Scarf Sweater in Charcoal 100% Cotton $228