LOOW Stories
LOOW Friends
The classic shirt, without the classic shirt problems
The CWS-160 Merino Shirt is here. No wrinkles, rarely needs washing.
See the shirtDanish design since 2015
Merino wool that goes with you from the familiar to what you have yet to try.
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At ease, wherever the day takes you
Wool insulates and moves moisture and heat away from your skin. Helping you feel at ease as your surroundings and pace change.
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Fewer clothes. More wear.
Merino wool resists odor and can often be worn for days between washes. So you can get by with fewer pieces, at home and away.
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Care you can feel
We design simple merino clothing with care for the fit and feel against your skin. Clothing you want to wear more.
Selected T-shirts
All T-shirts
Feel the difference for 30 days
Put it on. Wear it in everyday life. Wash it. Take the time to find out if LOOW is for you.
The 30-day trial is a WOOL Club member benefit. Membership is free and must be registered before checkout.
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30 days of wear and wash
Wear and wash your new LOOW clothing for up to 30 days after delivery, and still return it.
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Free return shipping and exchanges
From Denmark and across the EU
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365 days on unused items
Our standard return policy applies to everything you have not worn.
New at LOOW
Why LOOW merino wool?
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Knitted in Denmark
Our T-shirt fabrics are knitted in Denmark from Italian merino yarn.
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Sewn in Poland since 2015
Monika and her team have sewn for LOOW from the beginning.
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The same clothes for work, sport and leisure
From your bike ride to the office and on into the weekend. Simple styles and colors that are easy to combine and wear throughout your day.
Tested in real life
All LOOW StoriesStories from friends and customers who wear LOOW at work, on the road and in the mountains.
The edge of Svalbard
Snowkiting across the ice in wool from the innermost layer out.
Peter in the Pyrenees
On a 20-day trip, Peter wore his 135 T-shirt after hiking, at night and on rest days.
Anette Geisnæs
Walks and winter swims
Morten Kirckhoff
Adventurer
Standing alone in the water on an early winter morning as the sun breaks the horizon and everything around me is still. It's moments like these that stick with me and remind me why I choose this lifestyle.
How LOOW began
LOOW is a Danish clothing brand founded in 2015 by Anders Lorentzen, a former special forces soldier. He wanted to combine the practical qualities of merino wool with simple clothes for everyday wear.
At Monika's sewing studio
Monika and her team in Poland have sewn for LOOW since 2015. We refine fit, fabrics and details over time, using feedback from the people who wear our clothes.
LOOW Take-Back
Give your used LOOW clothing a chance at a new life. Explore Take-Back and find out how to send it back. For customers in Denmark.
The WOOL Club
Free membership. Benefits from day one.
- 10% off your first order
- 15-20% discount later
- Access to member products
- 30 days to try, wear and wash