In 1922 a new type of furniture appeared in Britain with the legend
‘NEITHER CANE NOR WICKER – SUPERIOR TO EITHER’!
The furniture appeared to be similar to fine, traditional hand-crafted wicker but was woven with a wonderful new fibre ‘impervious’, it claimed ,‘to damp and dirt’. It was ‘hygienic’ and it did not ‘warp’; it was ‘unaffected by heat’. The trade mark was ‘Lloyd Loom’and the new wonder fibre was, quite simply, paper.Lloyd Loom is, strictly speaking, a wicker product but it was sufficiently different to create a new market. It was more than improved wicker; it was a new type of furniture. Lloyd Loom furniture is smooth to the touch, with no sharp joints in the weave which can snag clothing, it does not bend, distort or creak when used, remarkably strong and durable.