Wood Wood is the brainchild of two designers called Brian SS Jensen and Karl-Oskar Olsen. They during their study at The Royal Design School of Denmark, where they discovered a common interest in streetwear culture. This resulted in the opening of the first Wood Wood store in Copenhagen which would represent the men’s interests, selling: sneakers, collectable toys and limited quantity graphic t-shirts under their own in-house brand. The store quickly gained cult status in Copenhagen, where it introduced new brands to the city and gave a focal point to the skateboarding culture which was gaining pace at the time. As the store grew however, brands such as Comme des Garcons and Maharishi changed Wood Wood’s outlook. The store engaged cult brands who combine both streetwear and high end fashion and the decision was taken to launch lines of outerwear for both men and women in 2006, under the Wood Wood label. Comme des Garcons, which Wood Wood have embraced, changed fashion through deconstructionism their creativity was indisputable. Wood Wood however face the challenge of retaining a sense of desirability – despite having such a large sway over streetwear – to allow them to become a fashion directing brand, and not one which is viewed as a novelty.
Wood Wood retailstores
Wood Wood has several retail stores. Wood Wood Aarhus, Wood Wood Annex, Wood Wood Berlin, Wood Wood Copenhagen and Wood Wood Vienna.
Wood Wood collections
Wood Wood has a mix of streetwear and high end fashion labels as well as their own. A short summary: Head Porter / Plus, Nike, Band of Outsiders, BOY by Band of Outsiders, New Balance, Common Projects, Medicom Toys, Uslu Airlines, Gitman Bros., Perks And Mini, Wood Wood.