According to a story, the label founder, who has always worn a cap since kindergarten age, sang out loudly during walking down the street:
„Louie, Louie, Louie, Lou-i“ (Brother Louie)
Let me tell you…
It’s not Lou
It’s not Loui
It’s not Louie
It’s not Louis
It’s not Louise
It’s not Louia
It’s not Louay
It’s simple Lou-i [ˈluːiii] !
By the way…whatever you might hear…5 Panel Cap, 6 Panel Cap, Baseball Cap, Basecap, Snapback, Trucker Cap, sun hat, flat cap, headwear, headgear…keep in mind: Lou-i. Wooden hats. Unique. Made in Germany.