10 YEARS OF LOOW
10 YEARS OF LOOW
For 10 years, we've had a simple mission: to create clothing that sets your day free. Clothing that is so simple, comfortable, and functional that it becomes a staple in your wardrobe for many years to come
The story of our 135 t-shirt
I created the 135 t-shirt because I couldn't find what I was looking for myself. I needed a simple, high-quality t-shirt that looked good, felt amazing, and was functional enough for any situation. That simple need was the beginning of everything.
- Anders Lorentzen, Founder of LOOW
FRIENDS OF LOOW
WERNER VALEUR
"My LOOW T-shirt is with me everywhere and an eternal support when I have to make important decisions where nothing else can weigh me down. When I signed the lease for my new office community "Mad House," I was wearing my t-shirt."
UMAHRO CADOGAN
"My 135 t-shirts are fantastic as workwear. It's great when I travel for both vacation and professionally, and for lots of everyday movement and temperature changes."
10 YEARS OF STORIES
We could tell long stories about the fantastic properties of merino wool and about our timeless design. But the best story about quality and usability isn't the one we tell. It's the one you tell. The experiences, trips, and everyday moments that your LOOW has been a part of.
On the occasion of our 10th anniversary, we want to celebrate precisely those stories.
Lars
It's been five years since I bought my first t-shirt from you - a 135 in petrol, which set the standard from the very first moment. The comfort, the fit, the feeling against my skin... it was completely different from anything I had tried before.
Since then, it has been with me everywhere:
At work, on runs, through mountains in Norway and heatwaves in Italy. It has endured dirt under my nails in the garden and house renovations with dust, wear, and concrete, which has been the ultimate test of sweat, blood, and tears with hard work. It has gotten some "wounds" from the hard wear and has therefore now been downgraded to a work t-shirt...
Petrol is still my absolute favorite color in your range. It is my absolute favorite piece of clothing in my wardrobe.
Jesper
I bought my first LOOW t-shirts around 2017. The picture shows my black 135 from 2017 next to a black 135 from 2024... you can really see the color difference after nearly 10 years of adventures.
My 135 has been with me everywhere. New Zealand, Australia, Thailand, the Middle East, and all over Europe. I never go on vacation without a couple of them in my bag.
It also has some battle scars from a jungle trek where we crossed rivers and other such things. But nothing that couldn't be fixed with a needle and thread.
I love your brand and always recommend it to everyone for everything. In addition, I have now bought Christmas presents from you for my entire family, who are also convinced that you make the best clothes. So thank you for that! Here's to 10 more years!
Birthe
Wool directly against the skin? Never in my life!! I thought for many years, but I had to give it a try on my Greenland trip in 2021, and this wonderful and by now well-worn 135 long-sleeved t-shirt from LOOW has been my faithful companion ever since.
Cold or heat - together with other great LOOW products, it has always met my needs when hiking in Southern Greenland, on Tenerife, on the stretch from Abisko to Kebnekaise, on Svalbard, the South Fyn Archipelago Trail, the Jämtland Triangle, in the Superstition Mountains, during the Bornholm circumnavigation, on the North Sea Camino, in the Dolomites, on numerous weekend shelter trips, and most recently in July 2025 on the southern part of the Kungsleden (King's Trail), where these pictures were taken in the U-shaped valley of Syterskalet.
A few holes don't matter; there are so many memories in this t-shirt. On top of that, it is wonderfully soft, can be worn for days without any odor issues, weighs and takes up virtually no space, and in a pinch, it can also be used as a scarf.
My first 135 t-shirt from LOOW has without a doubt been one of my best outdoor purchases ever.
