We take responsibility for the whole product lifecycle. With our circularity take-back programme you can send back your old LOOW T-shirts, and you'll receive a giftcard to use at loow.com. NB. ONLY FOR DANISH CUSTOMERS.
MEEt fleur - our partner in circularity
We believe that a product's life doesn't end just because it's returned. We partner with Fleur, a tailor who runs both Rework ApS, a social enterprise, and Outdoor Service, a repair specialist. She is the heart of our circularity, ensuring every LOOW product gets the long life it deserves.
We asked Fleur to explain the process.
Fleur, what happens to the LOOW clothing that comes to you?
"First, we sort everything. We check for small holes, large holes, or discoloration. The items that are badly damaged are set aside. Then, we repair all the small holes."
How do you repair a delicate material like merino wool?
"I tried sewing them at first, but it's very difficult to catch all the tiny stitches. So, I found a special glue, the same kind used for membrane zippers. It’s a fantastic glue because it stays soft and flexible. We apply it, use a special heat machine to set it, and then we wash the garment twice with merino wash. This way, the holes are sealed before washing and don't get bigger."
What happens to the repaired clothing?
"The repaired items are sold at a reduced price, giving people a chance to try merino wool, even if they are skeptical. We also have a partnership with the Paul Pedersen Sports Institute. Their students need gear for tough use—kayaking, hiking, and being around campfires. They are happy to get a cheaper LOOW shirt, even if it has a repair, because it doesn't hurt as much if they get a new hole in a shirt that was already repaired!"
And what about the items that are too damaged to sell?
"Absolutely every piece is used. The items that are too damaged for repair are given to the Paul Pedersen students for free. They use them until they literally fall apart. We also upcycle the fabric into new items, like neck gaiters or patches.
We even get single socks. I have an agreement with Jan, a prosthetist in Copenhagen. He gives the single, warm merino socks to people with limb loss. They are incredibly happy to have a warm sock for their foot. Every single scrap we get from you gets a new life."
Why is it so important for you to give clothes a new life?
"There is simply too much clothing in circulation. We should stop producing so much new clothing and instead repair what we already have. It's about taking responsibility for the items that are already here."
