The Passion vs Grind collection was born out of a feeling, situation and the eternal struggle that more and more of us are dealing with everyday.

That is, the balancing act of grinding through what must be done each day in our 9-5’s, to get those bills paid, versus the satisfaction and sense of purpose and fulfilment derived from indulging in our passion, once off the clock.

The passion versus grind dichotomy is crucial to the LOFT93 brand ethos, and as the namesake for our debut capsule collection, ultimately celebrates that we are not defined by our chosen grind, but by the passion that this grind ultimately unlocks for us.