Wood Wood

Founded: Copenhagen, Denmark in 2002
Founder: Brian SS Jensen, Karl-Oskar Olsen
Location: Copenhagen, Denmark

About Wood Wood

The designers met following their time studying at The Royal Design School of Denmark, where they discovered a common interest in streetwear culture. Ultimately in 2002 the decision was taken to open a 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. Whilst continuing from its graphic t-shirt foundation, the brand embraced its Scandinavian roots to create a unique product. Pieces became more avant-garde than other Scandinavian brands such a Norse Projects however retained a sense of tailored silhouettes common in Northern European fashion, best exemplified in the much sought after dip-dyed shirts which are reproduced through collections. Olsen has stated “Print is our expression, but combined with re-designed basic styles” again suggesting the combination of juxtaposed elements. This is shown in the brands collaborations with Casio G Shock and Be@rbrick. Neither of these products would be associated with avant-garde or basic styles, showing how the brand is focussed on ‘developing’ ‘staple’ products within streetwear culture. With stores in Berlin and Vienna and a growing list of collaborators, the issue facing the brand is how to maintain its integrity. Olsen has also spoken of the brand as “A mess of symbols…good/evil, playful/grave and red/green”. Whilst brands such as 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.