10 years of stories

OUR 135 T-SHIRT TURNS 10

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.

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.

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 trip to Greenland in 2021, and this lovely and by now well-worn 135 long-sleeved t-shirt from LOOW has been my faithful companion ever since.

Cold or warm - it has, along with other great LOOW products, always met my needs when hiking in South Greenland, on Tenerife, on the stretch from Abisko to Kebnekaise, on Svalbard, the South Funen Archipelago Trail, the Jämtland Triangle, in the Superstition Mountains, during the Bornholm round trip, 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 King's Trail (Kungsleden), where the pictures here were taken in the U-valley Syterskalet.

A few holes don't matter; there are so many memories in that t-shirt. On top of that, it is wonderfully soft, can be used for days without any odor, 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."

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 the 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 the nails in the garden and a house renovation with dust, wear, and concrete, which has been the ultimate test of sweat, blood, and tears from hard work. It has gotten some "scars" 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 almost 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 battlescars from a jungle trek where we crossed rivers and other fun stuff. But nothing that couldn't be fixed with a needle and thread.

I love your brand and I always recommend it to everyone. Over the years, I've also bought Christmas gifts for my entire family from you, and they are also convinced that you make the best clothes. So thank you for that! Here's to 10 more years!

Anders

I randomly bought my first LOOW t-shirt back in 2017, in what I guess was one of your very first pop-up shops on Dronning Louises Bro. I was just walking by, but ended up having a long chat with one of your skilled employees, who convinced me to try a 135. I'm really glad I did!

Since then, my relationship with and wardrobe of LOOW has only grown. Today, I almost exclusively wear LOOW's t-shirts and boxer shorts.

My very first t-shirt still has a permanent place (admittedly no longer in my everyday wardrobe), but it is still used frequently for sports and workouts. It has gained a bit of patina and wear, but it's still holding up impressively well after everything it has been through. Festivals, ski trips, runs, and as a faithful mid-layer in all kinds of weather.

Maybe I was one of your first customers back in 2017? In any case, I've been a fan since day one! The quality speaks for itself, and it's rare to find clothes that both last and feel so good on your body, year after year.

Thanks for making clothes I want to live in!

Elizabeth

My first of 5 LOOW t-shirts, which has been with me for 4-5 years through thick and thin: summer and winter, on holidays and in everyday life with children and grandchildren, for yoga and fitness.

I love wearing them and many people ask: Are they warm? Are they cold? Are they easy to wash/rinse out? Are they worth the money? And I answer honestly: YES!

Jytte

My two blue t-shirts were initially used for hiking. But I found out that they were also great for gardening. I also wear them when I'm sitting with the cat. Therefore, they are faded and the cat has pulled threads out. But they are still holding up.