Our History

Life in different countries shaped Loren's childhood. He was born in Vlora - a Mediterranean coastal city in Albania with 320 days of sunshine a year. When Loren was three years old, the family moved to France and a few years later to Switzerland. Since he experienced and lived in different cultures so early, Loren realized that we are 

Guests on this planet in our limited lifetime, and should behave accordingly.

Nature became an important constant in Loren's life - be it on forays through the nature reserves in his hometown of Greifensee or on visits to his aunt's farm.

His parents also had a major influence: his father lectured as a plant scientist at various universities and instilled a love of flora in his son. His mother, a Swiss textile testing institute chemist, gave him insights into the textile industry and its downsides. He learned that chemicals used in the fabric production process can enter the ecosystem via wastewater and thus endanger nature. The substances can also be harmful to people wearing the clothing, which makes a well-thought-out choice of materials, colors and processes in production extremely important. Loren developed a strong awareness of the human influence on the earth.

A stroke of fate in the family brought him into contact with cannabis as a teenager: his aunt used it as an alternative medicine during her chemotherapy to mitigate the side effects. Loren was fascinated by this healing power, but also by the diversity of the plant in appearance, ingredients and effects. This enthusiasm did not wane either during high school or during his studies, and Loren dove deeper into the botany of the different types of hemp.

In 2014, Loren took the first step into the industry. Together with a friend, he acquired a license to legally grow CBD in Switzerland. The abbreviation CBD stands for cannabidiol and describes a type of cannabis that is not intoxicating. The two were among the first producers in Switzerland, but gradually more suppliers jumped on the bandwagon and margins fell rapidly. Despite having investors on his side, Loren decided to exit the CBD industry. The market was still too volatile and the legal framework too imprecise for him to want to take this path. Loren decided on his second passion, business and finance, and started a career at a major Swiss bank.

However, Loren did not let go of the plant world and he followed international events relating to hemp. A business trip to India gave Loren the opportunity to visit the Himalayan region, where cannabis cultivation has a long tradition. For the first time he heard about textiles made from hemp, the production of which involves significantly fewer harmful chemicals than other fibers. Loren was enthusiastic about the quality of the environmentally friendly fabrics and made the plan to make them accessible to the general public. In order to grow hemp for industrial use on European agricultural land, Loren has entered into a strategic partnership with a company from Romania. He then started producing fabrics that were used by sustainable Swiss labels for their collections.

Now Loren goes one step further. He starts his own fashion brand LePushé and produces environmentally friendly and high-quality clothing made from hemp.