LOOW is built on one simple idea: Clothing should be a natural, simple, and effortless part of both everyday life and adventure. For 10 years, we have produced clothing that sets the day free with comfortable and functional merino wool in timeless designs.

We call it low maintenance living – a philosophy that not only characterizes our clothing but also the way we run our business: simple, straightforward, and effortless.

To celebrate our 10th anniversary, we present LOOW Living – a series that provides an insight into the everyday lives of some of our friends and ambassadors.

Serial entrepreneur Werner Valeur has a lot of balls in the air, but both feet on the ground. His days are filled with self-chosen unpredictability - from entrepreneurial projects and board meetings to training and time with the family. With a life in constant motion, he needs clothes that can keep up.

For Werner, LOOW Living is about the freedom to take the day as it comes - about removing unnecessary worries so there is room for what is important. We met him for a chat about life, freedom, clothes - and the small choices that make everyday life easier.

What does LOOW Living mean to you?

"For me, it's about freedom. Having clothes that just work, so I don't have to spend time thinking about whether I need to change before the meeting, or if it looks decent. It's always a LOOW t-shirt I'm wearing. Every single day."

How does LOOW fit into your everyday life?

"I need to be able to start the day with a run, go straight to a meeting and later pick up the kids - without having to change clothes. LOOW's t-shirts work for everything. They look good, feel comfortable and don't smell after a busy day. It's the perfect example of clothes that work for you, not against you."

What is it about merino wool that works for you?

"Merino wool is brilliant. It adapts to your body, keeps you warm in the winter and cool in the summer. It wicks away moisture, dries quickly and doesn't smell, even after several days of use. And it's soft and comfortable. I've never understood why people bother wearing synthetic clothes when they can get something that feels so much better and actually makes a difference in everyday life."

How does the timeless design fit into your wardrobe?

"If anyone appreciates simple and functional design, it's me! And I don't let myself be dictated by anything, so fashion trends mean nothing to me. LOOW's minimalist and timeless design means I can use their t-shirts year after year without having to think about whether it still fits in. Quality never goes out of style. It's a bit like cars and watches - if the craftsmanship is right, it will still work in 50 years.”

Are there other products or insights that make your life easier?

"Yes, I like simple concepts that gather the important things and cut out all the unnecessary. It's a recurring theme in everything I do. That's why I created Victory Pants, for example. The market lacked a decent pair of pants, without strange parkour gimmicks and empty promises. Just real chinos that fit well and work.

So now I have a wardrobe where I can put on a LOOW t-shirt and a pair of Victory Pants, and I'm ready. I don't need to spend time making decisions about my clothes in the morning. It's just a small adjustment that frees up a lot of energy for more important things.”

What is your best tip for an easier everyday life?

"Keep it simple. Fewer choices, more freedom. This applies to clothes, work, and life in general. The more you can remove unnecessary worries and decisions from your day, the more energy you have for what really matters."