The Mission Never Ends

There's a saying I learned to respect in the Army Special Forces: 'clothes make the man'. When you're operating 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 entered civilian life, but my reliance on high-performance essentials has not.

A New Kind of Uniform

Back home, I discovered a new challenge: my functional wool gear didn't fit in at the office or a café. I searched for a T-shirt that could handle an active day but still look sharp, and I came up empty. I wanted a single shirt that offered both performance and style. In 2015, I realized that if I wanted it done right, I had to do it myself.

The Fabric of Our Philosophy

It all starts with Merino wool. Its ultra-fine fibers feel soft against the skin, never itching. We spin thousands of these delicate threads into a uniquely light and durable fabric, crafted right here in Denmark under sustainable and fair conditions. Guided by the principles of Nordic design, we created a T-shirt that is minimalist, functional, and versatile. Thanks to our Total Easy Care treatment, it resists fading, shrinking, and odor, day after day.

Cutting Out the Noise

But premium wool is an investment. It costs nearly 20 times more than cotton. Many brands hide the cost of low-quality fabric behind massive marketing budgets and middleman markups. We chose a different path. By selling directly to you from our webshop, we eliminate the noise. You pay for exceptional quality and craftsmanship—nothing else.

Your Everyday Armor

My day is a series of missions: a morning workout, a full day of meetings, an evening out. My LOOW T-shirt is the one constant, keeping me comfortable, dry, and confident through it all. It’s the foundational piece we often take for granted, but it does the most work.

Every morning when I put on my LOOW shirt, I'm not just getting dressed. I’m gearing up for the day, knowing I have a piece of clothing that has my back, no matter what.

This is our core philosophy: to create fewer, better things. We don't follow seasonal trends. Instead, we create a permanent collection of timeless, versatile essentials designed to last. Inspired by the functionality of performance gear and perfected for everyday life, each product is meticulously developed with our customers to ensure it serves a true purpose in your wardrobe for years to come

We hope our products will become a part of your everyday missions too.

– Anders Lorentzen, Founder of LOOW