«Discovery of the Week»
«Trend After Trend»
«Where Did the Meme Come From?»
«How It’s Made»
«Back in Line» (Suggestion)

Monday — Post (text + images) — «Discovery of the Week»
Tuesday — Post (text + video) — «Where the Meme Comes From» or «Trend After Trend»
Thursday — Post or Carousel — «How It’s Made»
Friday — Poll or Suggestion Post — «Back on Track»
Sunday — Newsletter + Duplicate Post — «5 Off-Track Discoveries» Digest

Month 1 (Launch) — Theme: «What is LOOL and how do we search for it?» — Goal: attract the first audience, showcase the format, and collect initial applications from creators — Materials: manifesto post, the first four «Finds of the Week, ” explanation of the „off-grid“ criterion, launch of „Bring it Back on Track.“

Month 2 (Fashion Off-Grid) — Theme: upcycling, vintage, customization — Goal: solidify the core focus: fashion and creators who tailor and redesign — Materials: „How It Was Made“ series on item alteration, a collection of „second-hand creators, ” mini-interviews with creators.

Month 3 (Memes and Their Origins) — Theme: where memes come from and how they live — Goal: attract the „context hunter“ and provide highly shareable content — Materials: the „Where Did the Meme Come From“ series (minimum 6 episodes), „how to recognize a meme before it peaks, ” and the poll „what meme did you miss?“

Month 4 (Visual Arts) — Theme: Illustration, Digital, and Street Art — Goal: Strengthen the art focus and attract illustrators — Materials: Mood collections, «How It’s Made» deep dives on technique, artist interviewsMonth 5 (Vloggers and Video Creators) — Theme: New video formats and creators — Goal: Expand the scope to include vlogs and feature video creators — Materials: Collection of «Vloggers with under 5K followers,» analysis of editing techniques, «Trend After Trend» on video formatsMonth 6 (Wrap-up and Partners) — Theme: «The Best of the Feed» — Goal: Summarize achievements, showcase results for creators, and launch B2B partnerships — Materials: Digest of top finds, case studies of «after our publication,» first brand collection (with partnership notation), and a survey about next season’s plans

Weekly submission and publishing of submissions
Track authors in a spreadsheet: who, where from, permissions granted, link
At the end of each month, create a summary post—"what we found"—and gather feedback

LOOL is not a feed. It is a stripe that we paint ourselves.

We look for what has not yet become commonplace. Not what is already everywhere, but what is just beginning to glow on the periphery.

Criteria for being «off the stripe»: — It hasn’t been optimized by algorithms yet. — It has its own voice, not a copy of someone else’s. — It can be touched, reinterpreted, or simply looked at for a long time.

We are not trend curators. We are hunters of what has not yet become a trend.

If you are an artist and feel that your place is right here, apply to join «Back to the Stripe.» If you are simply tired of uniform feeds—stay. It will be strange, beautiful, and a little ahead of its time.

Welcome to LOOL.

Find of the Week: @troycicotte

A guy from Canton, Michigan. 6’5», former basketball player, now Vanderbilt + NYC. Content: fashion, food, basketball, and the feeling that he’s just living, rather than «creating content.»

What hooks you: — He doesn’t pretend everything is perfect. — The outfits look like real life, not a lookbook. — His mukbangs and «what I eat» videos sound like a conversation with a friend, not a performance.

While many are curating the image of «I am already successful, ” Troy shows the process: moving, finding himself, food, clothes, basketball. This is what it means to be „off the beaten path”—when a person isn’t selling a dream, they are simply existing within it.

Save this. In six months, everyone will be referencing him.

Discovery of the Week: @libertyloveee

Liberty Love. British model and artist, daughter of director Don Letts. Her style is clean, soft, yet full of character. It’s not about «trying to look cool»; it’s about «this just feels right to me.»

Why she is featured: — She doesn’t chase every trend. — Her shots possess atmosphere and pause. — She can be simultaneously delicate and incredibly confident.

While the feed is filled with loud, sharp imagery, Liberty operates on a different frequency. A quiet, yet memorable one.

Sometimes, being «off-beat» is simply about being a person who speaks, rather than shouts.

How it was done: Rohan Mirza and his massive lightning bolts

Parisian designer @rohannmirzaaa (Rohan Mirza). His hoodies featuring giant lightning bolts have already become a grail for those «in the know.»

Where it comes from: — Inspiration from video games (Kingdom Hearts, LittleBigPlanet, Call of Duty) — 3D thinking applied to real clothing — He grew up in the suburbs of Paris and creates fashion that looks like it’s from another reality

The large lightning bolts are more than just a detail. It is a method of making an ordinary item strange and desirable at the same time.

While everyone is copying each other, Rohan is building his own visual language. This is exactly the kind of creator we need.

Discovery of the Week: @1freediddybop (Owen / Diddybop)

Chaotic, hilarious, and extremely online. His vlogs cover post-school life, attempts to get into NYFW, strange trips, fits, and the feeling that he is simultaneously trolling the internet and living within it.

Why he’s «offbeat»: — He isn’t trying to be perfect. — His humor is sharp but authentic. — The content feels like a late-night conversation, not a polished blog.

While many people are focused on building a personal brand, Diddybop simply exists in his own rhythm. And that is precisely why he is so engaging to follow.

Trend after trend: «quiet» streetwear

While everyone is still playing at maximalism and «more logos,» something else is growing in the corners of the internet.

Clean silhouettes. Less shouting. More texture and fit.

It’s not mainstream yet. But in 4–6 months, you will see it everywhere.

We have already started curating artists who sense this shift before anyone else.

Who else has noticed this pivot?

Where the meme comes from: «I’m just living.»

Remember when everyone started posting incredibly mundane photos with captions like «just living» or «this is my normal day»?

The roots trace back to a reaction against the overly polished content of 2022–2023. People were tired of perfectionism and started intentionally showing the «imperfect.»

At first, it was ironic. Then, it became the new standard for «authenticity.» And now, it has transformed into its own genre. The classic meme trajectory: resistance → acceptance → cliché.

Which meme do you think is already «dead»?

How It’s Done: Customization as a Way to Stand Out

You take an ordinary item. You change one detail. And it stops being «like everyone else’s.»

The most interesting artists today work this way: — they tailor or alter pieces — they add strange elements — they repurpose what already exists instead of buying something new

Upcycling and custom work aren’t just «eco-friendly.» It’s a way to speak your own language when the market is saturated with the same thing.

Who among you has already modified something?

Back to Feed

Do you know an artist who hasn’t yet garnered widespread attention, but is already creating something powerful?

Submit: — username — 1–2 links — a brief note on why they are «off the radar»

The best submissions will be featured in «Discovery of the Week» or in our digest.

We don’t promise virality. We promise attention from those who know how to look closely.

We await your discoveries.