About us

LOON Copenhagen makes knitwear in 100% Extra Fine Merino Wool. We have one permanent collection of 21 styles in 12 colours that go together every which way. There are styles for both women and men, and several of them are unisex.

LOON tote bag with a red beanie and red scarf

LOON sweaters with a red sweater tied like a bow

Quality you can feel confident about

Our merino is mulesing-free and OEKO-TEX® STANDARD 100 certified. OEKO-TEX® STANDARD 100 is an international textile safety standard in which textiles are tested for harmful substances and must comply with strict limits. It gives extra peace of mind, especially when the material is worn directly against the skin.

Our values

Comfort first

It all starts with the feeling. That’s why we use 100% Extra Fine Merino Wool, chosen for its softness, warmth and comfort.

Colours with personality

12 colours, made to be mixed. Calm when you want it simple. Bold when you want more.

Made to last

LOON is a Permanent Collection. No seasonal drops. We create styles that can stay in your wardrobe year after year.

Simplicity

One collection. One material. 21 styles. 12 colours. We want to make it easier to build a wardrobe where things work together.

Open to everyone

Merino is for everyone. Our collection includes feminine, masculine and unisex styles, so you can find the fit and style that feels right for you.

The story behind the name

LOON. More than a name. A feeling.

Our name comes from the Danish word lun. Being lun is the feeling of being warm, comfortable and completely relaxed. It’s a simple feeling, but one we think is worth building LOON around.

And then there’s the other LOON. LOON is also a nod to the loon (the Great Northern Loon), a bird that carries the spirit of the Nordic wilderness. Elegant, robust and known as a symbol of untouched nature. It reflects our choice of 100% Extra Fine Merino Wool: a naturally high-performing fibre that thrives in nature and feels effortless on the body.

And if "a loon" also means someone who’s a little crazy, we’ll happily take that. We’re a little crazy about quality. A little crazy about colours. And quite crazy about the idea that merino can be something other than beige and conservative.

LOON – noun: Inspired by the Danish word "lun" – a state of cozy warmth and comfort.
#StayLOON

Woman in a grey LOON set with a red sweater tied around her waist

The LOON Feeling

The LOON Feeling is the feeling when something just feels right. Soft merino against the skin. Extra warmth on a cold day. A colour that makes you smile. And the ease of a favourite you reach for again and again.

It’s a soft baselayer on a cold morning.
It’s a red Loon Lover crewneck in a sea of grey.
It’s warmth, personality and styles you want to live in.
It’s the art of being lun.
That's the LOON Feeling.

Bordeaux LOON polo tied around a pink LOON sweater

Contact

Write to hello@looncph.com and we’ll reply personally, as quickly as we can.
Press: Fie Aspöck Jonsen, faj@looncph.com

Showroom

Ordrupvej 112 B, 2920 Charlottenlund
You’re always welcome to drop by during opening hours. See the colours, feel the quality and try the sizes. Purchases are made via the webshop.

Company information

LOON Copenhagen ApS · CVR 46107284
c/o Jonsen, Drachmannsvej 18, 2930 Klampenborg

LOON was founded by Fie Aspöck Jonsen in Copenhagen. Read our story, and why we only make merino.