LOOW Information

Quality. Durability. Versatility. LOOW is a Danish clothing brand, specialized in making merinowool garments of the highest quality. Through vast knowledge, a personal approach and attention to detail, we aim to make the best product on the market. LOOW was founded in 2014 by Anders Lorentzen, a former Special Operation Forces operator, and conceived on his hands-on learnings through seven years in the force. LOOW represents a unique approach to clothes making. One that doesn’t pay attention to a fast-paced fashion industry, but instead focus solely on quality, durability and versatility, and the idea that we are supposed to depend on and demand more from what we wear. An important aspect of everyday life working under harsh conditions in high pressure situations. The direct inspiration behind the first ever LOOW product was a middle blue Special Operation Forces standard issue wool base layer. A subtle, slim-fit T-shirt merging the uncompromised functionality of combat gear with a timeless civil look. The versatility of the merino wool quickly made this piece of military equipment a trusted companion. Both in the scorching heat of Afghanistan, the Scandinavian winter and anywhere in between.