Brands/Fashionauto-imported

LOOW

Danish merino clothing brand from Randers, founded in 2015 by former special forces soldier Anders Lorentzen; its mulesing-free New Zealand wool is spun in Germany and Italy, knitted in Denmark and sewn in Poland. via brand about page ↗

loow.com ↗

Origin

🇩🇰 Denmark

via research ↗

City

Randers

via research ↗

Founded

2015

via research ↗

Company

Micro 2 people

Proff.dk: 2 employees (CVR 44620758)via research ↗

Owner

Independent

Founded 2015 by Anders Lorentzen (CEO); parent is holding Lorntz ApS (CVR 45280365)via research ↗

Price

€€ €39–€135

median €86 · T-shirt €63 · typical range of 89 products

Ethics

—

no sources found

Quality

—

no sources found

Reviews

★ 4.8 / 5

average of 2 sources ↓3,142 reviews

Newsletter

Not yet

Certifications

OEKO-TEX Standard 100 · required of all partners ↗GOTS · held by suppliers Südwolle/Sontex, not brand ↗E-mærket (webshop trust mark)

Ratings

Ethics

No ethics rating found (Good On You, Fair Wear, B Corp, transparency indexes).

Quality

No independent quality test or expert review found.

Customer reviews

4.8/ 5

Weighted average of 2 sources · 3,142 reviews

E-mærket 4.9
open review platform · counts 50%
4.9 ↗ · 1,152 reviews · 2026-10Danish e-commerce trust mark reviews, as displayed on brand site
Trustpilot 4.7
open review platform · counts 50%
4.7 ↗ · 1,990 reviews · 2026-10

Each source is averaged first, then sources are weighted by reliability: audits, lab tests and verified-buyer platforms count most, rating organisations and expert reviewers less, brand-run reviews and community opinion least. Review scores also weigh by how many reviews stand behind them, and anything older than three years fades.

Verification

Listed as running; it is a merino everyday-basics brand without a dedicated running line.

Sourcing & ethics

Danish merino basics brand founded by a former special-forces soldier. Publishes its full supply chain: mulesing-free NZ wool, yarn from Südwolle (DE/IT), knitting at Sontex in Ikast (DK) and sewing at a small family-owned studio in Poland since 2015. All partners required to hold OEKO-TEX Standard 100; runs a take-back programme. No brand-level Fair Wear/B Corp certification. Owned by Founder-owned (Anders Lorentzen; LOOW ApS).

via research ↗