Minimize your wardrobe

Why you should wear merino wool in your everyday life

Are you tired of feeling limited by your everyday clothes? Merino wool isn't just comfortable and functional, it's also designed to work with you. This means you no longer have to turn down opportunities due to poor clothing choices, sweat odor, cold and more.

a carefree everyday life
Own less but better

Merino wool requires less frequent washing than many other materials, making it ideal for busy lives and owning fewer clothes.

The natural properties of wool keep it clean and fresh for longer, so you can wear it multiple times between washes. This gives you the freedom not to worry about your clothes and saves time on laundry.

No problem taking the bike to work
Stay fresh all day

Merino wool's natural temperature regulation makes it perfect for cycling, whatever the weather. It keeps you warm on cold mornings and cool on hot afternoons.

It also absorbs sweat and wicks it away from the body, ensuring you stay dry and comfortable, even in headwinds.

Go straight from the office to the gym
maximum performance

Merino wool is ideal for training because of its natural ability to resist odor. Its fibers absorb sweat and prevent bacteria growth, so you can feel fresh even after a tough workout.

In addition, merino wool is lightweight and breathable, giving you full freedom of movement without compromising on comfort.

Perfect for dressy use with a blazer
Elegant comfort

The luxurious and soft texture of merino wool makes it an elegant choice for nicer occasions. Wear a merino wool T-shirt under your blazer for a sophisticated look that is both stylish and comfortable.

The fine fibers of wool give a beautiful drape and an elegant finish that is perfect for both the office and formal events.


Meet different people who rely on LOOW's merino wool in their everyday lives

René Holten Poulsen

René Holten Poulsen is Denmark's leading kayaker with medals from the Olympics, World Championships, European Championships and European Games, get an insight into his everyday life and see how LOOW products play a role.

Read here

Kristine Marie Rost

Better known as Yinpower Kristine is one of Denmark's leading specialists in yin yoga, with over 2500 training hours and 10 years of teaching experience. But the path to becoming self-employed with her own yoga practice wasn't always in the cards for Kristine.

Read here

Jesper Grønnemark

Jesper Grønnemark is one of Denmark's best sports photographers, shooting for commercial clients and major sporting events around the world. "I have been using LOOW since 2019. It's my to-go outfit for both work and leisure."

Read here