Why merino?

It's extremely comfortable

Most people who have tried merino wool usually do not want to go anywhere else. The combination of the wool's properties and the luxuriously soft fabrics just feels good.
Since merino wool naturally breaks down bacteria and develops less odor, you can easily keep it.

In all climates and temperatures

Merino wool has a reputation for being only in cold weather - which is probably due to the fact that most clothing in wool is very thick. Merino wool has a terrific ability to emit heat when the fabrics are thin and can be used all year round, in all climates.


10 benefits of merino wool

1. Absorbs moisture

Wool can, as one of the only materials, transport moisture in vapor form. Making it more breathable than most fabrics. Wool effectively transports fluid away from the skin, just as some synthetic materials do.

2. Feels dry to the skin

Wool can absorb up to 30% of its own weight without feeling wet. It don't feel moist to the skin when sweating. Synthetic and cotton feel wet after absorbing less than 7%.

3. Is warm at all times

The natural slightly curly structure, made of the wool fiber itself, makes the fabric airy and able to store heat.

Since merino wool is so effective at transporting moisture away from the skin, it will feel warm even when soaked.

4. Actively cools the body

Merino wool can absorb moisture in the fiber itself. When your body warms up, the stored water will evaporate. The cooling effect of evaporation, the transition from liquid to vapor, is very effective.

5. Do not itch

The merino wool fibers are up to 8 times thinner than a human hair and much thinner than ordinary wool. The fabrics therefore feel soft and comfortable against the skin.

6. Reduces odor

Naturally, far fewer odor-causing bacteria are formed in merino wool. The fat acid lanolin breaks down bacteria and wool's moisture-absorbing ability creates a dry environment where bacteria do not thrive.

7. Dries quickly

Merino wool dries as quickly as other materials of similar weight. The thinner the fabric the faster it will dry.

8. Requires less washing

The need to wash merino wool is far less than other materials as it do not develop odors as quickly. Often you can wear the same clothes 5-10 times. Hangin it outside overnight or a quick hand wash is usually enough to make the clothes fresh again.

9. Is naturally elastic

Merino wool is made from the same proteins as our hair. The individual fibers can be bent and stretched in any direction up to 30,000 times without being damaged.
The natural elasticity makes the clothes comfortable while exercising. Without the need to add lycra / spandex.

10. Keeps the color in wash

As the wool fibers absorb the colors completely into the fibers, they do not bleach in the wash. Cotton does not absorb the color and is only dyed on the outside of the fiber, making it fabe by washing. However, like most other materials, merino wool will bleach in sunlight.



Even though merino wool is amazing there are a few limitations. They can somewhat be eliminated by blending the fabric with synthetic fibers or other chemical treatments. For most use cases we swear to 100% merino wool for all the benefits it provides.

Merino wool is expensive

The thinner the merino fibers, the more expensive it is. Ordinary coarse wool, as you know it from sweaters, are the cheapest and the finer the fibers, yarns and textiles the higher the cost. The thinnest wool fibers feel comfortable against the skin and have an exclusive glossy look.

Wool is divided into the following classes. We are using 100% superfine merino wool for our T-shirts:

  • Ultra fine: 11.5–15 µm
  • Superfine: 15–18.5 µm
  • Fine: 18.6–19.5 µm
  • Medium: 19.6–22.9 µm
  • Strong 23-24.5 µm

The price can be significantly lowered by blending with polyester or other cheaper fibers or by using a coarser wool fiber. 

Thin merino textiles can get small holes

It is almost impossible to avoid development of small holes in very thin merino textiles over use. Wool is generally less resistant than other materials to mechanical wear from button zippers and belts. This is especially true of our 135 textile products. Our thicker fabrics, like our 220, have a way better durability - and will last a life time, when taken good care of.

Since most people tend to use merino products far more often - for several days in a row and for all activities, you should expect that the life span (measured in months/years) is not as long for thinner merino fabrics as for cotton or synthetic fabrics.

Hand washing with a good soap containing lanolin and drying on a hanger will help extend the life. If taken good care of any merino T-shirt will last for years.

Other brands blend lightweight fabrics with polyester or nylon to make them more durable (and cheaper). We believe in 100% wool and that a lot of the benefits from merino are lost by blending with synthetics, especially the ability to break down odor. 

Some are hypersensitive to wool

Unfortunately, this also applies to merino wool, you will experience the textile itching slightly. Unfortunately there aren't much to do about it.

Clothing moths eat it

Moths are relatively common, they feed on natural fibers such as wool, silk and fur. Cedar wood and lavender are natural means of avoiding attacks, where the items are stored. Chemical ways of preventing attacks by moths are also available. 


Read about LOOW and our products in the FAQ

Lear more about taking good care about merino wool in our care guide