Wood Wood

Why it is renowned

Wood Wood is known abroad for streetwear that mixes fashion and sportswear with urban culture, art and music, and for more than fifty collaborations, with Nike, Adidas, Asics, Barbour, Eastpak and LEGO among them.¹ In 2017, as the label turned 15, Hypebeast wrote that it had been impossible to miss that year, pointing to its collaborations with Neighborhood, ASICS and Adidas.² It has shown collections in Florence and London.¹

In the UK it ran a sales showroom in London from 2014 and presented three times at London Fashion Week Men's between 2017 and 2019; Hypebeast wrote that in the UK it was best known as a label in its own right.³⁴ In November 2019 it opened its first UK store, on Brewer Street in Soho.³

Recognition

• Hypebeast²2017interview with co-founder Karl-Oskar Olsen as the label turned 15
• Hypebeast⁴2019its Soho store and London Fashion Week Men's presentations
• Retail Gazette, UK³2019the opening of its first UK store, in Soho

The story

Magnus Carstensen, Karl-Oskar Olsen and Brian SS Jensen founded Wood Wood in Copenhagen in 2002 and soon after opened their first stores in the city.⁵ The founders grew up with graffiti and street culture in the 1990s, and the label began as a small shop selling T-shirts.¹

It came to run four stores in Denmark and two in Berlin,¹ and its stores sold the label beside brands such as Undercover, Aimé Leon Dore and Cav Empt.⁴

In April 2024 DK Company, a fashion group based in Ikast in Denmark, took over Wood Wood's business from the bankruptcy trustee, without its retail business.⁶⁷ The label was placed with the group's Copenhagen operations, and Wood Wood is still based in Copenhagen.⁶⁵

What to know it by

• W.W. Artek Stool 60⁸2022Brian SS JensenAlvar Aalto's stool in blue, yellow and pink for the 20th year
• ASICS GT2160⁹2024Brian SS JensenSneaker shown at the Autumn/Winter 2024 show in Copenhagen
• ASICS DS-Trainer⁹2017discontinuedBrian SS JensenSneaker in two colourways from the 2017 collaboration