LOOW Stories
LOOW Friends
About LOOW
LOOW Impact
LOOW is a Danish clothing brand founded in 2015 by Anders Lorentzen, a former soldier in the Danish Jaeger Corps (Jægerkorpset). He wanted the practical qualities of merino wool he knew from service, in clothes simple enough for the office and a café.
Today we make T-shirts, shirts, underwear and socks in merino wool for work, travel and days off. This page explains how we think, what you pay for and who makes the clothes.
Danish design since 2015
Our promise
The standard we have worked by since 2015
LOOW Impact is our internal promise. It covers three things we hold every product up against.
Transparency
The whole chain can be traced: merino wool from New Zealand, yarn spun in Germany and Italy, fabric knitted in Ikast, garments sewn in Poland and elastics from Denmark. We name our partners and visit them.
Quality
Timeless, versatile designs in fine merino wool. Around 12 months of development and testing before a new product is released, and adjustments for as long as it stays in the collection.
Responsibility
Mulesing-free wool, partners certified to OEKO-TEX Standard 100, minimal packaging and repair of garments that come back to us. We are not perfect, but we are honest about our impact.
Philosophy
Buy less and choose better
We design for need, not for seasons. LOOW is a fixed collection of simple styles and colors that are easy to combine and made to be worn as often as possible. No trends, no logos.
The inspiration comes from functional clothing: outdoor, sports and military wear. We refine it with clean lines, so the same T-shirt works under a shirt at the office, on a hike and at dinner.
We only make what our customers actually ask for. New products are developed with the people who wear them, and a style stays in the collection as long as it earns its place.
Price and value
What you pay for
A LOOW T-shirt costs more than a cotton T-shirt. The price covers four things.
The material. Merino wool as a raw material can cost up to 20 times more than conventional cotton. Fine merino is soft against the skin, helps regulate temperature and does not develop odor as quickly, so it can often be aired instead of washed. Fewer washes mean less work for you and less wear on the garment.
The construction. Around 12 months of development, fit sessions and field tests before a product is released, and adjustments for as long as it stays in the collection.
The production. Knitted in Denmark and sewn in Poland by partners we know and visit, with elastics and boxes from Denmark and Sweden. We sell directly from our own webshop, without shops or wholesale in between.
The years after. 365 days to return unused items, repair of small holes through our partner Fleur and a take-back program in Denmark.
A calculation example: price per wear
The purchase price only tells you what a garment costs the day you buy it. Price per wear is the purchase price divided by the number of times you wear it.
| T-shirt at 599 DKK | Price per wear |
|---|---|
| Worn 50 times | 12 DKK |
| Worn 100 times | 6 DKK |
| Worn 200 times | 3 DKK |
The figures are a calculation example, not a promise of a particular lifespan. The point is that a garment becomes more valuable the more often you want to wear it.
Customers say
It might seem like a huge price for a T-shirt, but think about the time and mental fatigue you'll save yourself, and the fact that you only need to buy half the amount of T-shirts if you just wear LOOW instead of regular T-shirts.
Production
Made by people we know
Every LOOW garment follows the same route. The merino wool comes from New Zealand and is mulesing-free. The yarn is spun by Südwolle Group in Germany and Italy. The fabric is knitted at Sontex in Ikast, Denmark, and every garment is sewn at Wijmar Sport, a family-owned sewing studio in Poland that has worked with us since 2015. The elastics in our underwear come from Elas in Denmark, and our boxes from Göteborgstrykkeriet in Sweden.
We know the people who sew for us, and we know they work under proper conditions. It is people, not machines, that make the difference in a finished T-shirt.
How your T-shirt is made
From the yarn to the finished T-shirt, filmed at our partners.
Repair and circularity
A longer life for every garment
We do not believe in a throwaway culture. Garments that come back to us with small holes are repaired by Fleur, a tailor who runs the social enterprise Rework ApS and the repair specialist Outdoor Service. Repaired garments are sold at a reduced price. Garments beyond repair are passed on to students who wear them until they fall apart, or cut into neck gaiters and patches. Even single socks find a use: a prosthetist in Copenhagen gives them to people who have lost a leg.
Customers in Denmark can send worn LOOW T-shirts back through our take-back program and receive a gift card for loow.com. The most responsible T-shirt is the one you keep wearing, so we also share what we know about washing and care.
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.
Customers say
I use your 135 T-shirt all year round. I'd venture to say that there are less than 10 days a year when I wear anything else.
Read more
Behind LOOW
Our story
From the Jaeger Corps to a T-shirt for everyday life. How Anders started LOOW in 2015.
Read the story
Our production
Wool from New Zealand, yarn from Germany and Italy, knitting in Ikast and sewing in Poland. Meet the people and the certifications.
See the product journey
How we make clothes
A fixed collection, around 12 months per product and field tests with the people who wear the clothes.
Read how we work
Repair and circularity
How Fleur repairs merino wool and what happens to garments that cannot be sold.
Meet FleurOur T-shirts
Try a merino wool T-shirt
As a member of The WOOL Club you can try a T-shirt for 30 days with wear and wash. Unused items can be returned within 365 days.
