Fragrance house

Lois

Lois is a Spanish denim brand founded in Valencia in 1962 by brothers Manuel and Joaquín Sáez-Merino. The founders researched denim, acquired looms to manufacture their own fabric, and registered the Lois name that year; the brand launched its first denim jacket in 1965 and expanded to the Netherlands, France, Germany, Great Britain, and Canada. During the 1970s, Lois became one of the major global jeans brands and was associated with figures including ABBA, Johan Cruyff, Björn Borg, and Rod Stewart. Its identity was shaped by European youth culture, music, fashion, and movement-oriented denim rather than an American cowboy positioning. After the Sáez Merino group entered suspension of payments in the late 1990s and stopped manufacturing Lois jeans in 2008, Six Valves acquired the brand’s license rights. In 2015, the Dutch partnership Los Hermanos Azules reintroduced Lois with a refreshed look connected to its Spanish history and family heritage. By 2021, its design approach drew on the archives and updated classic silhouettes for contemporary use.