Our story

Designed for everyday missions

Before LOOW, Anders Lorentzen spent years as a soldier in the Danish Jaeger Corps (Jægerkorpset), the army's special forces. In a world where equipment is not a luxury but a condition for getting the job done, he learned what wool can do. That experience is built into every LOOW garment.

See our T-shirts

Told by Anders Lorentzen, founder of LOOW

The Jaeger Corps

The mission never ends

There is a saying I learned to respect in the Jaeger Corps: clothes make the man. When you operate in extreme climates, your gear can be the difference between success and failure. For me, wool was the key to performing at my best. The missions have changed since I returned to civilian life, but my reliance on a few dependable base garments has not.

2015

A new kind of uniform

Back home I ran into a new problem. My functional wool gear did not fit in at the office or at a café. I looked for a T-shirt that could handle an active day and still look sharp, and I never found it. I wanted one shirt that combined performance and style. In 2015 I realized that if it was going to be done right, I had to do it myself.

Anders Lorentzen loading a duffel bag into a car in a black LOOW merino long sleeve

When you operate as a special forces soldier in different climates and situations, your clothing can decide whether a mission succeeds or fails. Merino wool allowed me to perform at my best.

Anders LorentzenFormer Jaeger Corps soldier and founder of LOOW

The material

The foundation

Everything starts with merino wool. The fine fibers feel soft against the skin and do not itch. The yarn is spun in Germany and Italy, the fabric is knitted in Denmark and the garments are sewn in Poland by a studio that has worked with us since the first prototypes. Guided by Nordic design principles, we made a T-shirt that is minimalist, functional and versatile.

Premium wool is an investment. As a raw material it costs many times more than cotton. Many brands hide a cheap fabric behind large marketing budgets and middlemen. We chose another route: we sell directly from our own webshop. You pay for the material and the craftsmanship, nothing else.

Everyday missions

Your armor for everyday life

My day is a series of missions: a morning workout, a full day of meetings, an evening out. My LOOW T-shirt is the constant that keeps me dry and comfortable through all of it. It is the basic garment we take for granted, and the one that does the hardest work.

This is the core of our philosophy: fewer, better things. We do not follow seasonal trends. We keep a fixed collection of timeless, versatile essentials, developed together with our customers so that each product earns its place in your wardrobe for years.

I hope our clothes become part of your everyday missions too.

Anders Lorentzen, founder of LOOW