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Why LOOW?
Merino wool for everyday wear
At LOOW, we make merino wool clothes for work, travel and days off. Simple designs that are easy to wear with the rest of your wardrobe.
We choose merino because it feels soft against the skin, helps regulate temperature and needs less frequent washing. Qualities you can appreciate every day.
Danish design since 2015
The material
Why we choose merino wool
Comfort in changing temperatures
Merino wool insulates against the cold and absorbs moisture from your skin. This helps you stay comfortable when you cycle to work or move from outdoors into a warm room.
Choose a light fabric for warm days and a heavier one when you need more warmth.
Less odor and less washing
Merino wool does not develop odor as quickly as many other fabrics. Often, airing your T-shirt is enough to freshen it up between wears.
That means less laundry at home and fewer clothes to pack when you travel.
Soft against your skin
Merino wool has finer fibers than coarse wool. They bend easily against your skin, making the fabric feel soft and supple.
We select fine merino wool for our clothes, so you can wear them directly against your skin.
The design
A T-shirt for work and days off
Wear it under a shirt, with jeans at the office or with shorts on holiday. A simple T-shirt can be useful for much more than one occasion.
We work with a core collection of simple designs and colors that are easy to combine. We refine the fit, fabrics and details over time, using feedback from the people who wear our clothes.
Quality and craftsmanship
Working closely with our makers
We work closely with the people who make our clothes. Together, we refine the fabrics, seams and fit, and make adjustments when something can be improved.
We also work with repairs and find new uses for returned garments. Along with proper care, this helps keep clothes in use for longer.
On LOOW Impact, you can read about our production, meet our partners and see how we work with repairs and returned clothes.
Our history
How LOOW began
As a special forces soldier, Anders Lorentzen had come to appreciate wool. Back in civilian life, he wanted clothes with the same practical qualities that would also look at home in an office or a café.
In 2015, he founded LOOW to create a T-shirt that combined the comfort of merino wool with a simple design.
Our T-shirts
Try a merino wool T-shirt
Our T-shirts come in a range of fabric weights and fits. Choose a light one for summer or a heavier one for year-round wear.
Browse the collection to find the size and color you prefer.
