Looply is a social enterprise and circular design studio that transforms single-use soft plastics into functional, one-of-a-kind products. Founded by Fyona Seguin, their mission is to reimagine waste as a resource while empowering people to take part in the circular economy through accessible design and making. Keep reading to learn more about how their social enterprise works.
Hi Fyona! What first attracted you to your craft, and how did your interest in design develop?
Since a young age, I’ve found that working with my hands shapes how I connect with the world. My practice is rooted in finding simple, tangible ways to reduce waste and bring people together through making.
I began in visual arts and installations but gradually moved into design because I enjoy the intersection of art and strategy. I believe everything has been designed – and that gives us the power to undesigned what no longer serves us or the planet.
What has your journey been since leaving UAL and setting up your business?
After graduating, I received a few grants and awards which allowed us to set up in The Loop, London’s first circular business hub in Hackney Wick. Being part of this community has opened doors to exciting collaborations and helped shape Looply into the socially driven initiative it is today.
What inspired you to start your own creative business, and what do you love most about it?
I’ve always had an entrepreneurial mindset. I enjoy wearing many hats and bringing an idea to life from start to finish. Starting Looply gave me the freedom to merge design, sustainability, and community impact in one space.
I love meeting people from all walks of life. Putting yourself out there can be challenging, but it’s incredibly rewarding to see your work resonate with others and spark conversations.
What is the USP (unique selling point) for your products?
Looply gives new purpose to soft plastics and other materials that are not currently recycled through the national system. Every piece is unique, community-collected, and made locally. It’s a grassroots initiative that turns unrecyclable waste into beautiful, functional objects.
What does a typical day look like for you?
No two days are the same. I usually walk over to the studio in Hackney Wick, spend a few hours making, and a few hours managing emails, meetings, or deliveries. Throughout the week, I might be attending events, collecting plastics, or facilitating workshops. It’s a dynamic rhythm that keeps things exciting.
What is your source for inspiring your designs?
The material itself is my biggest inspiration. Each plastic has its own colour and story, which I bring together through a patchwork block style that runs across our product range. Our designs are minimal and functional, and we recently launched a custom platform that lets people design their own pieces. I love this feature because it celebrates individual expression.
I also enjoy customising products and designing them to be both functional and personal. Each piece has its own story, especially when it’s made from materials that once had a different life.
Do you have any favourite items in the collection?
Our new larger items, such as the totes and crossbody bags, are fast becoming my favourites. It still amazes me what daily waste can become.
Looply is a social enterprise and circular design studio. What form does this embody?
Looply is a part of ReLondon’s Circular Community. We help local businesses and residents reduce their plastic footprint by setting up hyper-local closed-loop systems. Many of our products are made using waste collected from the same communities we serve, giving materials destined for landfill or oceans a new, functional life.
We believe social and environmental impact go hand in hand. We run workshops at our studio where people can learn to make with waste materials, and we regularly host skills-sharing sessions. We also work with young people to support their journeys into the green sector through mentorship, collaboration, or simply creating access to tools and networks. Our public-facing collection points in Hackney also invite the wider community to be part of the circular system.
What are your hopes for growing your business?
We envision Looply growing into a network of localised pop-up upcycling hubs across the UK. These hubs would provide circular recycling points, shared learning spaces, and accessible resources for communities to engage with sustainability in meaningful, hands-on ways.
Looply is part of not just a shop‘s selected new designers and makers for 2025.
Each year, not just a shop holds an Open Call for new products from UAL students and alumni. All products and makers are selected by a panel from various disciplines and backgrounds.
This year, 13 new makers were chosen as our new cohort, making it one of our most successful years yet. Our range of practical yet stylish homeware, jewellery and accessories are sure to excite and enhance your everyday style and experience.
Learn more about this years selection of new makers and products.