Lois
Established in Valencia in 1962, Lois jeans are still made in Spain. The first European jeans brand, Lois valued innovation more than the traditional American denim brands. Lois started by creating denim workwear from fabric woven on their own looms but soon evolved into a fashion jeans brand. The youth movement of the 70s saw Lois jeans rise in popularity. Worn by sportsmen Johan Cruyff and Bjorn Borg, Lois grew into a leading denim brand. In the 1980s, football casuals adopted Lois clothing, such as the popular Lois Tejana jacket. To achieve that 80s Casuals look wear Lois Dallas jumbo cords, with retro trainers and a t-shirt featuring the Lois bull logo.
Born in Valencia in 1962, Lois is one of Europe’s original denim pioneers—a brand that challenged American workwear traditions with a fresh, fashion-forward attitude. While U.S. labels like Levi's and Wrangler held fast to rugged utility, Lois carved out its own identity with soft fabrics, bold silhouettes and an unmistakably European sense of style.
Still proudly made in Spain, Lois began when the Sáez-Merino brothers from the small village of Millares set out to reimagine the “cowboy trousers” they encountered on trips to bigger cities like Barcelona and Valencia. What started as functional workwear soon evolved into expressive, fashion-led denim crafted on the family’s own looms.
By the 1970s and 80s, Lois had become a global style icon. Its signature flares, denim jackets and velvety jumbo cords defined an era—embraced by cultural and sporting legends such as Johan Cruyff, Björn Borg, ABBA, Rod Stewart and James Hunt. In the UK, Lois became a staple of the 80s football casuals scene, with pieces like the classic Tejana denim jacket and the iconic Dallas jumbo cords becoming essential terrace style.
Today, Lois continues to be guided by its founding family and remains deeply connected to its roots. The brand’s design headquarters in Amsterdam—often called the world’s denim capital—brings modern creativity to its heritage, while production stays close to home in Spain and Portugal, crafted by the same tailor families who have partnered with Lois for generations.
Rejecting fast-fashion trends, Lois focuses instead on timeless fits, rich textures and year-round wear. At Atom Retro, you’ll find the best of the brand’s retro-inspired menswear: jumbo and fine cords, classic jeans, denim jackets and tees featuring the legendary bull logo. If you love authentic heritage style, great fit and effortless versatility, Lois clothing is made for you.
