Our Promise

LOOW Impact is the standard we have worked by – every day since 2015.

When you buy a LOOW product, you can trust that it is made with consideration for people, materials, and the environment.

Our products are created in close collaboration - from the yarn being spun in Herning, Denmark, to the final, seam being sewn at our dedicated sewing studio in Poland. We know everyone who sews for us, they work under proper conditions. We believe in the value of these close partnerships and skilled craftsmanship. It is people, not machines, who are at the core of our quality.

We exclusively use merino wool – nature's own high-tech material that is self-cleaning, lasts longer, and requires significantly less washing.

Wool is expensive; there's no denying it. Our raw material can cost up to 20 times more than conventional cotton, which demands respect for every fiber. But we see it as an investment, not an expense. Because a single, well-crafted merino product outlasts multiple cheaper ones, it is a far better investment in the long run—for your wallet, and for the environment.

We don't believe in a "throw-away" culture. That's why Fleur repairs products that break – and gives them new life. Some of them are sold at a cheaper price to sports students at Paul Petersen Sports Institute, who get to enjoy the quality for many years to come. Even the smallest items find a new purpose: unpaired socks are donated to Jan, a Copenhagen-based prothetist: who gives them to people with limb loss.

Caring for your clothes is part of the "buy less, buy better" philosophy. The right care ensures your investment lasts even longer.

We don't design according to trends, but according to need. We have a core collection of classic, timeless styles, made to be used as much as possible. We only produce what customers actually want and are in close dialogue with our community.