Meet Fleur

Repair and circularity

A garment's life does not end because it is returned. We work with Fleur, a tailor who runs the social enterprise Rework ApS and the repair specialist Outdoor Service. She sorts, repairs and passes on the LOOW garments that come back to us. We asked her to explain how.

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Rework ApS and Outdoor Service, Copenhagen

Sorting

What happens to the LOOW clothes that come to you?

"First we sort everything. We check for small holes, large holes or discoloration. The items that are badly damaged are set aside. Then we repair all the small holes."

Repair

How do you repair a delicate material like merino wool?

"I tried sewing them at first, but it is very difficult to catch all the tiny stitches. So I found a special glue, the same kind used for zippers in membrane jackets. It is a great glue because it stays soft and flexible. We apply it, use a special heat machine to set it, and then we wash the garment twice with merino wash. That way the holes are sealed before washing and do not get bigger."

Hands checking a repaired seam on a grey LOOW merino garment

Second life

What happens to the repaired clothes?

"The repaired items are sold at a reduced price, which gives people a chance to try merino wool even if they are skeptical. We also work with a sports academy in Copenhagen. Their students need gear for tough use: kayaking, hiking and evenings around the campfire. They are happy to get a cheaper LOOW shirt even if it has a repair, because it does not hurt as much if they get a new hole in a shirt that was already repaired."

And the items too damaged to sell?

"Absolutely every piece is used. The items that are too damaged to repair are given to the students for free. They wear them until they literally fall apart. We also upcycle the fabric into new things like neck gaiters and patches.

We even get single socks. I have an agreement with Jan, a prosthetist in Copenhagen. He gives the single warm merino socks to people who have lost a leg. They are very happy to have a warm sock for their foot. Every scrap we get from you gets a new life."

Why

Why is it important to give clothes a new life?

"There is simply too much clothing in circulation. We should stop producing so much new clothing and instead repair what we already have. It is about taking responsibility for the things that are already here."

Fleur checking a LOOW merino garment for holes

I love the idea that clothes have a story. My job is to make sure that story can continue. Every repair is a small manifesto against the throwaway culture.

FleurTailor and repair partner

Take-back

Send worn T-shirts back

Customers in Denmark can send worn LOOW T-shirts back to us. Fleur repairs or upcycles them, and you receive a gift card for loow.com. Shipping is free. Underwear and socks cannot be sent back through the program.

The most responsible T-shirt is the one you keep wearing. Our care guide covers washing, airing and small repairs.

How the take-back program works
Care guide