Who is the "Looter"? The data had one answer. We had another.

The tech world is massive and growing, on track to count 45 million developers by 2030. But who are they, really? To figure out who the "Looter" is, we started at home in France, analyzing market studies of the 1.1 million individuals currently working in the French tech scene. We didn't want a caricature. We wanted the reality.

The Anatomy of a Looter

The data we pulled from Kantar gave us a very specific snapshot of the current majority:

• The Profile: 69% are men, between 25 to 49 years old, and living as a family. This is why we launched our "Little Ones" category, because being a developer doesn't mean you don't have a life outside of code.
• The Lifestyle: 90% are part of the AB+ (CSP+) group, with 66% living in large cities like Paris or Lyon.
• The Style: 53% identify as Casual/Comfortable. That’s the core of the merch.

This is how we created Lootie, our first mascot. He's a guy in his thirties with a casual style. He represents the majority in the data. But data is just one angle. Our philosophy? We don't believe there is one "techie," but techies (plural). People from different places, different backgrounds, different ethnicities. Being a developer shouldn't be a cliché, and it certainly shouldn't be a "Tech Bro" monolith.

Not a “Techie”, but “Techies”

Diversity, Equity, and Inclusion isn't a marketing layer for us; it’s part of our internal build process. We also advocate for these principles to be respected by our partners, like the creative agency we work with.

• Inclusive AI Generation: When you use our AI Avatar feature, you’re using a prompting engine built on gender neutrality first. We use model variations with specific seed diversity to ensure the AI doesn't default to a single ethnicity. We want the tech to reflect the 45 million, not just the 1%.
• Creative Standards: Lootie may be our lead mascot, but when there is room for groups or other individuals in our ads, they must be different. We want to show the real, diverse face of tech.
• A Safe Place: We are in tech, but we are not "Tech Bros." We take moderation personally. Our community is a place for swag, not for aggression. Any sign of violence or toxicity in our chat results in an immediate ban. Period.

Is it perfect? Of course not. I’m not even sure it will ever be. But we tried to make conscious choices from the ground up as a new platform, and we’ll do our best to embody these values through real actions over speeches.

From “Thrower” to ‘Seller”

Most people in tech accumulate more gear than they know what to do with. And while 22% of the community does sell their items, nearly 1/5 ends up thrown away, not because people want to let go, but because selling feels like extra work. Here's the thing: for many people, throwing something away can feel like erasing a piece of their past. Conference tees, stickers, branded accessories… these aren't just clutter. They're a living archive of where you've been and what you've built.

That's where our tagline comes from: "Don't throw it away, sell it!". It’s not only a catchphrase. It reflects our genuine belief that these objects mean something and that they deserve a second home, not a bin. When you list something on Looties, you're passing it on to someone who actually wants it. That's the loop we're trying to close.

This ecosystem is for everyone in the tech world. If you're part of it, you belong here.