LOOW is a Danish clothing brand with locally and responsibly made clothes in comfortable and temperature regulating merino wool of high quality. We design timeless and versatile clothing that sets the day free.
On this page you can read more about our history, our production, our design philosophy and responsible consumption.
There is a saying that 'clothes make the man'. I came to fully appreciate the truth of that during my time in the Army Special Forces - And that’s when I became fascinated with wool...
The most important thing for us is to be transparent about everything we do, so that you as a consumer can make a conscious and informed choice when buying our clothes.
We want to return to a time when clothes were bought to serve a purpose and each item was given a greater value in your wardrobe. In this way, we hope to help change the buying culture in a direction where we buy less, but better and more consciously. We also want to use the products we have more.
Here you can read our recommendations for buying and wearing clothes responsibly and get tips on how to extend the lifespan of your LOOW products.
If you have questions regarding shipping, returns, care of your LOOW products or other questions, you may find answers to your questions here.
This is what we recommend if you are new to LOOW.
Try and wear a T-shirt for 30 days.
Join The WOOL Club – enjoy discounts and exclusive benefits
We love merino wool for its natural abilities to protect the skin and keeping us comfortable.