LOOW Information

LOOW produces and sells clothing made from merino wool in durable qualities designed to last, requiring minimal washing and upkeep. A counterweight to the fashion industry’s fast-fashion concept, with its rolling collections of cheap, and often poorly made, clothing that first floods markets in the Western world and later the countries where surplus production and consumers’ discarded clothes are dumped. We ensure the quality of our products by focusing on every link in the value chain, from raw wool to the finished garment. But for LOOW to truly serve as a counterweight to the fashion industry, we must include our customers as the final and decisive link in that value chain. And that is our most ambitious goal. It may sound contradictory, but we genuinely want to influence our customers to buy only what they need from us and then wear those purchases out. Our goal is to change both the perception and use of clothing: to return to a time before the very idea of fashion and new collections became the industry’s driving force, and before the development whose consequences we now see really took off.