Design

How we make clothes

LOOW is a fixed collection of simple styles in merino wool. No seasons, no trends, no logos. Every product is developed with the people who wear it and stays in the collection as long as it earns its place. This page explains how that works.

See our T-shirts

Around 12 months from idea to release

The collection

No seasons and no trends

We draw inspiration from functional clothing: outdoor, sports and military wear. Then we refine it with classic, simple lines, so a piece works for every occasion. Versatility comes from colors that are easy to match and an uncompromising focus on fit.

A style is not replaced because a season changes. It is adjusted when we learn something new, and it leaves the collection only if it stops being useful.

Development

Around 12 months per product

We spend around 12 months developing, testing and tailoring a new product before we release it. That covers the choice of fabric, the fit in several sizes and testing in daily use.

New products are launched in small batches to our most loyal customers first. Their feedback decides whether we adjust the fit, change a detail or go into larger production.

Anders Lorentzen at his desk between racks of LOOW merino samples

Field test

Developed with the people who wear it

In our Field Test program, customers wear prototypes in daily life and on trips and report back on fit, weight, warmth and washing. When the feedback says a fit is too tight, the product waits until it is right.

This process of listening, testing and improving never stops. If you have feedback on a product or an idea for a new one, write to us.

The material

Why everything is merino wool

We only use merino wool. It is soft against the skin, helps regulate temperature and does not develop odor as quickly as many other fabrics, so it can often be aired instead of washed. As a raw material it costs up to 20 times more than conventional cotton, which is why every fiber has to be used with care.

Our T-shirts come in several fabric weights, from 135 g/m² for warm days to 220 g/m² for cold ones.

Read why we choose merino wool
Compare our T-shirt fabrics

Hands holding a sand-colored LOOW merino T-shirt

Care

Extend the life of your clothes

Our job is to make a product that lasts. Yours is to take care of it. Merino needs little.

Wash less and air more. Merino wool does not develop odor as quickly, so hang the garment to air between wears. It is better for the fabric and for the environment.
Wear your clothes in categories. The newest for dressier days, the more worn for training or under a shirt, the oldest for sleeping in. That way each garment gets the longest possible life.
Repair instead of discarding. Small holes are easy to repair. Watch how to repair a hole or read our care guide.

Leftover fabric from T-shirt production is used for beanies and neck gaiters, so less goes to waste.

Customers say

I continue to use some of my oldest T-shirts. A few of them have had small holes on the front repaired. I haven't had to throw any of them away yet, but there are 5-6 of my oldest T-shirts that I no longer wear to the office.

PeterCustomer

I never smell anymore in these, even after 24 hours with some hard work. The 135 is very thin, but there is no damage on them after a year or two of active usage. I gave away all my cotton T-shirts.

MarcellCustomer