LOOW is a Danish merino clothing brand founded in 2015 by former Special Forces operator Anders Lorentzen. The brand focuses on minimalist, versatile garments designed for everyday wear, travel and active use, with merino wool at the centre of the range.

LOOW uses mulesing-free merino wool sourced from New Zealand. The wool is spun in Italy, knitted into fabric in Denmark and sewn into finished garments at a small family-owned workshop in Poland that has worked with the brand since its first T-shirts in 2015.

The range includes merino T-shirts, shirts, dresses, active layers, underwear, socks and cold-weather accessories. LOOW also operates a Danish take-back programme for used clothing, repairing, reusing and upcycling returned garments where possible.